I know JWs have long used the word "shun" in a general sense, as in "shun what is bad". But I think they have long avoided using the word in relation to disfellowshipping. In external media or literature wherever the word "shunning" was used in a piece about JWs it was usually a good indication it was critical of Watchtower and not a neutral or supportive commentary. A few years ago I think I searched the WT library for the words shun, shunned, and shunning and did not find them used in relation to disfellowshipping at all. (I can't repeat this now because I don't have the library)
Yet now the word "shunned" is used freely on the website for their practice:
And the elder used the word freely during the "shunning" convention talk:
This seems like a small victory for critics of the practice that the Watchtower has finally admitted that their policy amounts to shunning.
What's next, Watchtower articles defending the "art of mind control"?