"Entitlement" is a dog whistle that is used in place of "welfare".
If anything, "welfare" is now used as a more politically loaded term. It's almost never used anymore without attaching a negative connotation -- whether by the right in the old way, or by the left when decrying "corporate welfare".
The use of the word "entitlements" is a lot like how socially left-leaning people are now more commonly referred to as "progressives" rather than "liberals."