The debate was being reframed.
"I noticed that the comments seemed to have a different tone from the conversation we had been seeing in the press and social media until then," he wrote.
His analysis showed that prior to Sept. 2, the two terms had been talked about with roughly the same amount of frequency in 2015. But "refugees" spiked the same day that the photos of Alan's body began to spread on Twitter. Two months later, "refugees" remained the more common term of conversation.