As an undergraduate, I studied political science
and women’s studies. Much of my coursework involved the importance of language
in constructing and reflecting social realities. In my political and non-profit
work, I employed my academic background to create more inclusive
messaging—especially in social media campaigns. Below, I offer what I have
learned through my professional and academic career and argue that the best
social media strategies prioritize inclusive language in their protocol.
An effective social media strategy requires short
and effective messaging; however, although messaging garners considerable attention
among governmental and political practitioners, too often the conversation
ignores the importance of inclusive language. Incorporating inclusive language
into broader social media protocol builds influential messaging that reaches a
broader audience and avoids, often unintentional, alienation of key voting
blocks (for political campaigns) or key constituents (for governmental
agencies).
Slurs of any kind are recognized as inappropriate
for social media messaging; however, they are stunningly present across social
media platforms, sites such as nohomophobes.com chronicle
the usage of blatant slurs on social media platforms. Although campaigns and
governmental accounts generally avoid obviously harmful language, they often
send more subtle messages by using dominant group generics in social media
content.
Social media content that uses dominant group
generics narrows its potential audience and risks offending would-be
supporters. Dominant group generics include any word that uses a dominant group
(white, men, able-bodied) term to refer to everyone (i.e. those that do not
belong to the privileged group); for example, using "man" or
"men" as a generic to refer to people of all genders. Although
exclusive language often employs gender-based generics, class, race, and
able-bodied generics are also commonly used without notice.
Excluding key demographics (such as women and
people of color) sends an implicit message that minority groups are not valued
by the governmental organization or campaign. Many government agencies seek to
serve oppressed groups on the margins of society and, thus, choosing to consciously
use inclusive language reinforces many agencies’ egalitarian mission. Members
of privileged groups may not notice generics, but those they exclude often do
notice. For example, few white consumers may pay attention to supposedly
“flesh” colored Band-Aids that match the dominant group’s skin color; however,
people of color more readily notice that this generic use of “flesh” does not
match their own skin.
Social media is most effective when it reaches its
target audience unencumbered by exclusive language. Instituting inclusive
language policies helps government bodies serve and represent all people and
promotes a more equal society. Below I have listed common exclusive or
marginalizing terms used in social media campaigns and offered helpful
substitutions for practitioners.
For more reading on the importance of inclusive
language see: http://www.alternet.org/story/48856/why_sexist_language_matters
Common exclusive language employed by
political/governmental social media campaigns (and helpful substitutions):
Gender-based-
Men, man, mankind -- in reference to the general
population, not individual men (try using "people" or
"everyone" instead)
"You guys" (try using simply
"you" or "everyone" instead)
Chairman/chairwoman (use "chair" instead)
"Man" the booth/table/campaign (use
"staff" instead)
“Freshman” (use “first-year” instead)
"Man up" (avoid using in general)
Ability-based-
Often, campaigns use terms that assume physical
ability and ignores the reality of people of disabilities, such as "step
up," "take a stand" or "give a hand"
Always avoid using "retarded" in social
media content
Avoid "handicapped" and "disabled
people," employ "people with disabilities" instead
Class-based-
Practice precaution around usage of demeaning terms
such as "slums" and "ghetto"
"Working poor" is a powerful alternative
to terms such as "the (government) dependent class(es)" or "the
poor" in general
Race-based-
Avoid "non-white" and use "people of
color" instead
Sexually/Gender Identity-based-
Avoid "homosexual" and use
"LGBT" or "gay/lesbian/bisexual/transgender" (as
appropriate)
Avoid references to "family" that might exclude some families
(specifically LGBT families and other families that have adopted/non-biological
children)
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