Language, as defined by Google is “the principal method of human communication, consisting of words used in a structured and conventional way and conveyed by speech, writing, or gesture.” But this explanation glosses over who exactly decides what is “structured” and conventional. The answer to this question in global and mainstream media has historically been favouring one group– the dominant culture–while marginalizing others. The language we use in film, television, news and advertisements not only reflects the values of our time but activity plays a part in changing them, reinforcing certain norms and excluding others.
However, the language in media is not solely a method to communicate but is also used as a tool for inclusion or exclusion. It could create space for diverse identities or perpetuate stereotypes. Language in media holds the power to empower voices or silence them. By dissecting the works of language and diction media we see how we can do our best to uplift minorities and how we can avoid marginalizing them.
Who gets to speak?
When we’re consuming media, we may often take for granted who is allowed to speak and what narrative they represent. Let’s take for example the use of gendered language in film, TV shows or even advertising. Media predominantly caters to the needs of a male-dominated and heteronormative world. In films, the female character’s name is often an afterthought, or the story revolves around a man’s journey with a woman being there to only provide support and romanticize him.
Likewise, the language used in media portrayals of people of colour can be utilized to reflect the complex lived experiences but is often weaponized to reduce them to stereotypes. News outlets specifically use strong language that racializes crime which disproportionately targets black and brown communities
Why does it matter?
Language shapes our perceptions of the world and by keeping that in mind we can infuse inclusive language in media and every day to represent people from diverse backgrounds and experiences. Not only does this benefit underrepresented groups but makes the narratives we engage with more open-minded with a wider range of voices and opinions heard. It is our responsibility as individuals to use language as a way forward rather than a weapon to influence the use of it in media. As consumers, if we break free from traditional exclusionary language norms we open the possibility for richer and more complex storytelling reflected in media.