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That is a really interesting question! I would bet it had some type of propaganda attached to it. Some group or person representing a group. I would like to know the root of that problem though. Because it's a huge problem. Words control more things that we realize. They can sway entire nations.

indeed, the first people to use the term assault rifle called theirs a "sturmgewehr"

I'm pretty sure the Bolsheviks did it first. The socialist/communists of Russia did it first. Lenin and Stalin both disarmed the population.

...with bolt action rifles.

No, they had semiautomatic and automatic weapons. http://www.winterwar.com/Weapons/SuSmallArms/SURifles.htm

and did they call those "assault rifles"?

in that case you could probably trace it back to the sturmgewehr which means 'assault rifle" and the people who used it.

I ran up on this a while back.

http://www.assaultweapon.info/

I read a article that talked about the origins of this to but may have to dig a bit to find it. Basically, it's a made up term to make a AR seem worse. Thing is, a rifle with a traditional wood stock shoots the same round as a AR. If anything, most AR rifles have somewhat shorter barrels. Either rifle can be just as deadly as the other.