This seems trivial. But it's not. The way you defeat propaganda projects like Project for a New American Century is you chip away at every single element of their rhetoric, detail by detail, until the obscuring elements are exposed, and the agenda becomes crystal clear. In its own way, this works as well as tracking the money and the women.
"New American Century" would mean something like "the next hundred years, plus or minus maybe 20, in America, being in at least some small way new and different from the prior time. No big deal; doesn't seem to require re-defining each and every noun used in their corporate charter.
Conceptual metaphor, it's called. A "century" is not a real thing, it's more of a metaphor for some number of generations to come.