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I assume that そう here is the そう used for not direct quoting.

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This を is merely a direct object marker, indicating the object of the verb 呼ぶ.

AをBと呼ぶ means "to call A B".

車を全然運転しない人達のことをペーパードライバーと呼ぶ。
(They) call people who don't drive at all paper drivers.

In this case, the adverbial phrase ペーパードライバーと is replaced by そう, which is like "so", "that way" or "like that" in English.

車を全然運転しない人達のことをそう呼ぶ。
(They) call people who don't drive at all like that.

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    It is also helpful to note that 呼ぶ is sometimes translated as to designate; to name; to brand See: jisho.org/word/%E5%91%BC%E3%81%B6
    – ajsmart
    Commented Sep 27, 2017 at 15:59
  • is it really the object marker of 呼ぶ or is it of 運転しない? EDIT: nevermind. there's two を in the sentence. I somehow overlooked the other one!
    – psosuna
    Commented Sep 27, 2017 at 23:57
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    @psosuna Oh, I somehow overlooked the first を... I should've mentioned it.
    – naruto
    Commented Sep 28, 2017 at 1:21
  • 2 を's are ok, but not 3, right ? :)
    – kandyman
    Commented Sep 28, 2017 at 12:36

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