I was thinking about how when the Italian Fascists were in power they often turned loanwords into Italian words. They wanted to conserve the Italian nature of the [language](http://becomingitalianwordbyword.typepad.com/becomingitalian/2009/08/politicamente-corretto.html):

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> Under Fascism an Italian *chauffeur* became an *autista*; soccer turned into *calcio*; a bar was rechristened *qui si beve* (here one drinks). Shakespeare’s name, like other foreign appellations, had to be pronounced as if it were Italian: Shah-kay-spay-ah-ray.
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I understand too that there is a similar movement in France to guard against the encroaching force of loanwords. 

What is a term for this?