Why Language Matters
Working in PR, we have the power to inform and influence through the campaigns and narratives we craft and disseminate for our organisations or on behalf of our clients. That power should be handled responsibly, as language can either help to dismantle or reinforce structurally held belief systems that can sometimes be harmful. Ignoring the problematic origins of certain language or phrases, or continuing to use words or phrases once their origin is known, can reinforce overarching systems of power, privilege and oppression - such as racism, patriarchal thinking and stereotypes about groups of people.
Cultural sensitivity means using current and inclusive language and working to avoid perpetuating the harm of words and phrases with a problematic history. While some may interpret this work as political correctness, I would counter it’s simply about finding ways to communicate to promote inclusion and belonging rather than divisiveness and exclusion, and that’s surely something most can agree is good for society. This quote from UK organisation Diverse Minds captures it well: "[Inclusive language is] about human connection and common ground. We are all more than what we chose to declare and have been subject to biases [about] ourselves. It is about listening, hearing and interacting to broaden our horizons and ensure we work together and talk about what will work best for everyone."
Over the past few years at Allison, we have been growing a Cultural Sensitivity Team that stays up to date with the latest industry standards and explores the historical context of language, especially as it relates to society, cultural groups and identities. Through this work, we encourage a culture of learning and knowledge sharing - from having conversations and bringing our perspectives and different lived experiences to being accountable when we make a misstep, as we’re bound to sometimes do in this work. Expanding our awareness and better understanding the experiences of others is the aim, while remembering language usage is continually evolving, nuanced and subjective.
One of the cultural lenses we think through is around identifiers. When including identifiers of any nature (be it related to race, gender identity, sexual orientation, disability, size, age, religion, etc.), we always consider whether it’s necessary or relevant to the story. Is there an underlying bias or stereotype the inclusion could reinforce? If relevant to include, we should also ensure we use identifiers that the individual - or group - prefers (understanding that no group is universally aligned).
For example, as outlined in the NY Times, the term 'BIPOC' was created in an attempt to centre the voices of Black and Indigenous communities. But for some, it leads to a loss of nuance, such as ignoring the different lived experiences of each group. Some in the Black community also feel the term helps people comfortably stay in their anti-Blackness because they’re too uncomfortable to say Black. The same can be said for 'BAME' used in the UK - which broadly groups together 'Black, Asian and Minority Ethnic' people - with this BBC article outlining why many do not resonate with the term.
Another lens to think through is accurate representation and historical context. The recent 'Barbenheimer' movies offer a couple of lessons in this area. As outlined in a CBC article, the erasure of Indigenous experiences in both movies (including the omission of the disastrous effects that the atomic bomb tests had - and still has - on Indigenous people in 'Oppenheimer,' to an insensitive one-liner in 'Barbie') upholds and reinforces settler and colonialism values. Similarly, a Japanese author in KQED outlines how 'Oppenheimer' is “disappointingly faithful to a Hollywood canon that prioritises white American experiences, leaving the pain, self-reflections and nuanced interiority of America’s victims unseen and unheard.”
There are plenty of resources online to help with writing more inclusively. Vox - and a large team of and a team of industry leaders, writers, editors, engineers and DE&I professionals - published a helpful online resource called 'Edit, Please!' with style guidance and interactive exercises on how to write more sensitively. Take the following example within this resource: “In the past two years, the pandemic has widened the gap between the haves and the have-nots, and the homeless are uniquely vulnerable. Escalating rents in a growing number of cities force more and more of the poor into unsafe and unstable living conditions. Addicts are increasingly seen openly abusing drugs on neighbourhood streets.”
At first glance this paragraph may not seem to have any glaring inaccuracies. Yet on closer inspection, stigmatising language is littered throughout, such as 'the haves and have-nots,' 'the homeless,' 'the poor' and 'addicts.' These identifiers are dehumanising and fail to acknowledge the larger, societal, systemic or structural issues that impact people’s socio economic category or choices.
When we take a critical eye around cultural sensitivity during both content development and review stages, we can ensure narratives are informed, accurate, and avoid perpetuating the harms of stereotypes and generalisations. This can help us as PR practitioners to counsel our clients to show up in more authentic, culturally sensitive and relevant ways, which is critical when we consider how heavily brands can influence culture, and how in turn, that culture informs the way we think and act in society.
