What I've described is literally what people have been describing as their thought processes when I've asked them why they were wanting to carry anti-Zionist signs or say anti-Zionist slogans. They thought that Zionism meant extreme, far-right, pro-genocide, pro-violence, etc beliefs. They believed that because fringe elements, which have become more prominent over time, were presenting that as being the meaning of the word. That's not a new thing, it's been going on for decades - if you control the language around something, you control the conversation. Usually, when I explained to people what Zionism actually meant, they were surprised, said that wasn't what they had meant at all, and went on to not hold that sign or say that slogan.