The term 'new atheists' has been used to describe those people like Richard Dawkins, Sam Harris, Daniel Dennett, Victor Stenger, and Christopher Hitchens who have called for an end to the undue deference paid to religious beliefs and have a leveled a broadside attack on all religious beliefs, not just those of so-called fundamentalists. They (and I) argue that statements of religious beliefs should be treated like any other propositions and subject to the same level of scrutiny. The fact that such beliefs are deeply held by many people is no reason for giving them a pass, any more than we would give a pass to beliefs about astrology or homeopathy or crystal-ball gazing or any other evidence-free superstition.
By Mano Singham
But the label 'new atheism' does not sit well with some 'new atheists' because it is seen as inaccurate. After all, there is nothing really new in the arguments of the new atheism, except in so far as new science is making the god hypothesis increasingly superfluous. And many of the 'new atheists' have been atheists for almost all their adult lives and are not recent disbelievers.
In a previous post titled Being a new atheist means not saying you're sorry, I said that what really distinguishes the so-called 'new atheists' from other atheists (such as those who are labeled accommodationists) is that the new atheists do not feel the need to feel sorry about their unbelief, as if it were something they should not have or would prefer not to have. The expected behavior of atheists seems to be that they should go to extraordinary lengths to soothe the feelings of believers, by prefacing any statement about atheism by sighing regretfully and saying things along the lines of "I hate to say this but I don't believe in god. But this is a personal belief that I have reluctantly accepted and I can understand why others might choose to believe in god. In fact, I envy the emotional satisfaction that religious beliefs provide. I hope you are not offended by my saying I am an atheist and if you are I sincerely apologize." This is an absurd expectation.
In a comment to that post, 'Wonderist' made the excellent suggestion that instead of the term 'new atheist', we should use the term 'unapologetic atheist', and that what we advocate is 'unapologetics' to counter the 'apologetics' of religious believers. In further comments to that same post, he says that looking around the web, the term 'new atheist' originally had a somewhat neutral meaning but later began to be applied by accommodationists like Chris Mooney and Michael Ruse in a negative way by implying that it carried with it all the old stereotypes of atheists being arrogant, rude, uncivil, etc.
Wonderist's idea makes a lot of logical sense but I am not certain that this term will catch on. For starters, it will have to be picked up by more prominent people and repeated in more prominent media to gain traction. Wonderist says in his comments that he has made a start in this direction by triggering discussions elsewhere on various sites and the feedback seems to have been positive so far.
Simply from a marketing standpoint, there is some advantage to staying with the word 'new'. The word new has very positive connotations, despite its vagueness and inaccuracy. It is short and snappy. 'Unapologetic' is undoubtedly more accurate but it has two major disadvantages: it is six syllables long, and is defined negatively, as not something else or opposite to something else. These may or may not be fatal flaws to its final adoption. As I value accuracy more than marketing, I am going to start using the label 'unapologetic atheist' unless 'new atheist' is required by the context.
There are many ways that this could go. Control over the meaning of the term 'new atheists' may be taken over by those to whom the term is applied and branded positively, the way that the gay community took the formerly pejorative word 'queer' and are starting to make it their own. The word 'feminist' is currently undergoing a similar struggle for meaning with feminists trying to retain the positive meaning of the word from those who are trying to make it into a negative stereotype.
The ownership of 'new atheist' is up for grabs. While advocating for the label of 'unapologetic', I think we should not cede control of the term 'new atheist' to those who want to use it pejoratively. We should use it positively and proudly and make people realize that it in this context, new is just a synonym for unapologetic.