i meant more than the literal words.
for example, the white kid who was murdered in fresno. some friends of his started using a hashtag (or maybe it was facebook, not sure) whitelivesmatter to promote memorials and protests and whatnot. they got some pushback that the phrase was racist or insensitive or whatever. which, i suppose it's possible that some of his friends are. however, is it not more likely that they were frustrated that the murder of their friend wasn't getting the attention that they felt it deserved, and chose a phrase they felt appropriate to that sentiment?
in context of this case, for example, i'd argue that those who were criticizing the friends of the murdered person were insensitive and had failed to understand context, rather than the reverse.