Is it possible to change a negative connotation?

The Prime Minister of Malaysia wants to try. From the Associated Press:

'Pak Lah' Tries to Redefine Jihad
Prime Minister Abdullah Ahmad Badawi today appealed for the concept of "jihad" to lose its warlike connotations and be used instead to fight the problems facing the world.
Although commonly thought to mean "holy war", the term which has taken on negative associations particularly since the September 11 attacks on the United States, actually means to struggle towards a goal.
Abdullah, who promotes a moderate form of Islam in multicultural Malaysia, called on people from all races and religions to forget their differences and focus on addressing contemporary global problems.
"The concept of jihad must be given a broader interpretation, covering all aspects of life including the pursuit of knowledge, the mastery of science and technology, and economic activity," he said according to the state news agency.
In a speech, he said that the question now was how to address those challenges, which covered all aspects of life from health to economic issues and faced people of all faiths.

Reject extremism
Abdullah said that people should not allow insecurities and anxieties within societies and cultures to cloud their judgement.
And he called on all communities to reject any extremism that emphasises differences and preaches the politics of fear and hate.
"It must be addressed because peace and stability of the world is at stake, as Christians and Muslims make up more than half of the world's population," he said.
"The West should treat Islam the way it wants Islam to treat the West. Both sides should accept each other as equals. Respect, reciprocity and equality - these are the essential prerequisites for a harmonious relationship."
Malaysia, the current chair of the 57-nation Organisation of the Islamic Conference, is predominantly Muslim but also home to large Chinese and Indian minorities.