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Words matter

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Back in my university days, for my major in journalism, I had to take a class about ethics in journalism. And it changed my life. My “aha” moment was when the professor handed out two different news articles about the same event – a funeral. Both articles were factually accurate. In our class discussion, we noted that one story seemed rather cut-and-dry: the hearse was “gray”, the women “wore black” and they “cried openly”, etc. After reading the other article, the class said their impression was that the family of the deceased was very well off and very high class – the hearse was “silver”, the women wore “black haute couture” and they “wept”, etc. There were lots more examples we came up with that I cannot remember now, but I do remember that I started paying a lot more attention to words that were used in the media to describe events. And I still do.

I use the following as an example not to invite debate about the ethics of abortion or access to abortion, but, rather, for you to think about words, to think about those debates and the words different people use when talking about the same things. One side talks about reproductive health, personal choice, reproductive choice, health clinics, pregnancy termination, freedom from government interference and abortion access. The other side brands itself as pro-life and uses words like murder and killing and baby parts and abortion industry. You can know which side a politician is on based on which words that person uses. Both sides regularly petition the media to use particular phrasing when talking about any news related to abortion services.

Another example: following mass shootings and murders by different young white men at a Colorado movie theater in July 2012, a Connecticut elementary school in December 2012, a Charleston, South Carolina church in June 2015, and an Oregon community college in October 2015, among many others, the shooters were referred to by police and the media as loners and mentally-ill, their relationships with women were often mentioned, and the words terrorism or radicalized were rarely, or never, used by journalists or politicians in association with the events once the shooters were identified. By contrast, mental illness, relationships with women and similar references was rarely, if ever, discussed by those same people regarding mass shootings, murders and bombings in the USA by young Muslim men in Little Rock in 2009, in Boston in April 2013, in Garland, Texas in 2015, and in Chatanooga in July 2015, among many others (details are still emerging regarding the shooting in San Bernadino this week, so I’ll leave that off this list).

Another example: the estate tax versus the death tax. In the USA, when someone dies, the money and goods that they had that is passed along to heirs, usually children, is taxed by the federal government. When this tax is described as an estate tax, polls show that around 75% of voters supported it. But when the exact same proposed policy is described as a death tax, only around 15% of voters supported it.

Sometimes, our choice of words to describe something is unconscious, a matter of our education or background. Other times, the choices are quite deliberate and meant to add subtext to our message, to sway the reader or listener in a particular direction. As I said on Facebook in response to someone who implied she doesn’t think word choice matters when describing groups, people or events:

If there is anything I’ve learned in my almost 50 years – WORDS MATTER. The words we use influence, inspire, change minds, create understanding or misunderstanding, fuel flames or put them out. Using a double standard to talk about people that murder others brands one “just really sad”, and the other “terrorism.” It demonizes entire groups while letting off other groups that are the same. It’s hypocrisy.

Here is a wonderful web site from a student project at the University of Michigan on the power of word choice in news articles (it includes rather wonderful lesson plans you can use in your own trainings!). It hasn’t been updated in a long while, but the examples it uses – many from the second Iraqi war with the USA – are excellent for showing the power of word choices to influence opinion – and even create misunderstanding. Also see this lesson plan for students in grade 9 – 12 regarding word choice and bias from Media Smarts, “Canada’s centre for digital and media literacy,” for more examples of how word choices can influence our opinions.

Words matter. Choose carefully.

Also see:

Have I offended?

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A few years ago, whilst doing a training in Louisville, Kentucky, I explained that online volunteers shouldn’t be segregated in program management from traditional onsite volunteers, that they are just volunteers, like all other volunteers, and should be treated as such. An attendee was outraged that I had used the phrase just volunteers, even though it was obvious that I had meant solely or specifically, not merely.

A university student in one of my classes told me she didn’t like my use of the words target and setting my sights on something, because these were “references based in violence” (her words). I admit that, later,  I smugly chastised her over her own use of the phrase rule of thumb.

A workshop attendee in Egypt told me it was outrageous that I said volunteers should get written descriptions of the tasks they were getting or that there should be any talk of their commitment or performance. “We should accept their help and be grateful for whatever they can give! We have no right to ask for anything more!” She was almost in tears as she said this.

And then there’s the infamous Florida workshop at the Corporation for National Service conference from the 1990s, where a team of trainers, including me, tried to encourage a group of SeniorCorps program leaders to adjust their recruitment tactics in order to better attract seniors from the Baby Boomer generation. I don’t think I will ever recover from that.

These incidents – and lots of others I could talk about – prompted me to put a slide at the beginning of all of my presentations, called modus operandi. I tell the group there are no stupid questions, that I might not have all the answers, etc. And I also ask for no GOTCHA moments, where an attendee immediately becomes outraged at something I’ve said. I ask that, if anyone hears me say something that they think is offensive to please raise their hand and ask me to clarify. Some people have done so, and it’s helped head off a lot of bad feelings, because most of the time, I did not at all mean what they thought I meant.

I realize that there is no way in the world to avoid saying something that someone won’t like, but I really do want to connect with my audience, on a human level, and for us to be able to treat each other with respect and openness. I love training, and if there is an obstacle to my overall message getting out because of something I’ve said, or a perception of what I’ve said, I want that obstacle addressed post haste.

My work is out there in the public sphere for anyone to read and criticize. That’s the nature of my work, and it can be scary. Most of my work isn’t tucked away on an intranet at a humanitarian organization or in a classroom or high-priced academic journal – it’s on my web site, on my blog, on YouTube, on social media, even on other people’s web sites. It’s not easy to live with that much public scrutiny, and the criticism of me and my work can often be downright hateful, as we Kentuckians say (or, at least, as the Kentuckians I grew up with would say).

I was born and raised in Kentucky, and am fiercely proud of the fact. Fiercely. Ask my non-Kentucky friends and colleagues: they will tell you that they are sick of hearing about my beloved home state. Kentucky is like so many other states I’ve lived in or visited – Texas, Tennessee, Vermont, Iowa – or even other regions of the world – Ukraine, Catalunya, the Westerwald of Germany – where residents are intensely proud of being from that region, where there are unique aspects of their way of talking, even the way they dress, and they have faced jokes – sometimes good-natured, sometimes cruel – about their culture, including their accents. People from such regions get called out almost immediately anywhere else because of their accents, and they can be very sensitive about comments made about their culture, especially when most images about their culture in the media are negative.

Upon hearing that I am from Kentucky, I have heard comments all over the world which have stung me. There is a very particular joke that Germans have about Kentucky that I won’t repeat here, but when Germans would hear I was from Kentucky, and smirk, I would say the joke, in German, and they would be flabberghasted that I knew their “secret.” Instead of being offended, I turned the tables, and it actually often lead to some really great conversations about Kentucky – they got to learn just what an interesting, beautiful place it is, in contrast to what they thought. I hear a lot of hurtful comments from people from other countries when they learn I’m from the USA, because of how they perceive this country, based on our foreign policy, our movies and our TV shows. I have to find a way not to become overwhelmed with outrage at their comments, however cruel, because I’m there to work with them. I guess that’s why it takes a lot to offend me, as someone from Kentucky or from the USA as a whole.

Because of this worldwide perception of Kentucky, I sometimes comment about it at the start of a workshop I’m doing. It’s my way of disarming (oops, gun reference!) the audience: yes, I know you hear the accent, however slight. It’s also my way to represent: hey, you are going to get communications and tech advice from a gal from KENTUCKY – get your stereotypes about my state around THAT! I hope that, by the end of the workshop, they have not only learned about communications strategies, social media, volunteer management, etc. – I hope they have a new, better opinion of people from Kentucky.

I do just that at the start of this video. And it was recently brought to my attention that a Kentucky university professor was offended because of it. She didn’t tell me, however. Instead, she told her colleagues about her offense. Someone else had to tell me about her judgment.

So let me make it clear that my modus operandi isn’t just for my workshops; it’s also regarding my web site, this blog, and anything else I do online. If you read something of mine that you think is offensive, write me, via email (jc@coyotecommunications.com) or, as so many have done, in the comments section of my blog, and immediately ask me to clarify. Maybe I don’t mean what you think I mean. Maybe it’s exactly what I meant – and I will not hesitate to say so, so be careful what you ask for in a blog comment that will become public (an email, away from the public view, might be your better option). But you won’t ever know unless you ask me. And please do NOT call me out of anger out of the blue – that’s intimidating and provocative and I will very likely hang up.

And, no, I’m not wearing shoes right now. And I did use an outhouse last week, but it was in Canada.

Also see:

Could your organization be deceived by GOTCHA media?

Feuds in the nonprofit/NGO/charity world