What does demonise mean?
Demonise means to portray a person, group, organisation, or idea as evil, sinister, or morally dangerous. It is used when a speaker or writer goes beyond describing criticism or disagreement and instead recasts the subject as a threat or a source of vice. The verb is particularly common in political reporting, public debate, and discussions of propaganda, prejudice, and hate speech. Its strength lies in the implication that the portrayal is not merely an opinion but a distortion designed to provoke fear or hostility. A writer might say that a newspaper has demonised a minority community, while a speaker might accuse opponents of demonising immigrants. The word is chiefly associated with British English, although its meaning and use are shared internationally. For readers, it provides a precise term for a form of rhetorical hostility in which criticism of conduct becomes condemnation of an entire group or identity. Its history also carries an instructive contrast: the same ancient concept of a spirit that gave rise to the word later became associated with evil in Christian belief.
verbTo portray a person, group, organisation, or idea as evil, sinister, or morally repugnant. The word often implies a deliberate distortion intended to make the subject seem threatening or deserving of hostility.
- To represent or describe a person, group, organisation, or idea as evil, sinister, or morally repugnant.
"The campaign sought to demonise minority communities rather than engage with their legitimate concerns."
"Editorial language can demonise protesters without presenting any evidence of the conduct alleged against them."
"Historians warn that nationalist propaganda systematically demonised an entire ethnic minority."
What began as a reference to spirits became a powerful political weapon: to demonise is to turn someone into an enemy in the public imagination.
Reviewed by Deb Chak, Editor. AI-assisted content curated by RJS Tech Solutions LLP.
Where does demonise come from?
Demonise derives from demon, which comes through Latin from the Greek daimōn, originally meaning "spirit" or "divine power". Over time, the English word developed strong associations with evil beings, and demonise was formed with the suffix -ise to express the act of portraying something as demonic. The verb has close cognates in other European languages, while related English words include demonic, demonology, and the variant spelling daemon.
Related word forms
How demonise is actually used
The verb is especially common in political, social, and media discourse. It is strongly negative and suggests more than ordinary criticism by attributing sinister or threatening qualities to its object.
Easily confused with demonise
"Demonize" is the US spelling of the same British verb, and the two forms have identical meanings.