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I've heard him refer to himself as a "democratic socialist." I don't recall ever hearing him say he was a plain old "socialist." Not saying he hasn't, just that I've never seen it.
I think in the pigeonholes of a lot of people's minds, the word "socialist" fits in the same slot as "communist" or "marxist." And "democratic socialist" gets shorted to just "socialist" and dumped in there as well. I see a need for education on the meaning of the different words. But these are somewhat complicated ideas that take more explaining than can fit on a captioned facebook picture. I'm not volunteering to do the explaining, because I don't know the subject well enough to teach it. And as a rule, people resent being lectured.
Over-simplified slogans seem to resonate, and I think "Bernie wants to send my kids to college while [insert opponent here] wants to send them to war." is a decent one.
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