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THE adoption of gender-sensitive language on mass media is not merely a matter of semantics or political correctness, it is a powerful tool for social change, writes Musharraf Tansen

IN TODAY’S interconnected world, mass media wields unparalleled influence over public perception, shaping societal norms and values on a daily basis. Whether through television broadcasts, digital news outlets, podcasts or social media platforms, the media’s capacity to inform and influence cannot be overstated. A critical yet often overlooked aspect of this influence lies in the language used to convey information. Among the most pressing issues in contemporary communication is the need for gender-sensitive language — language that promotes equality by acknowledging, respecting and validating all genders. Its careful and conscious use is essential for fostering inclusive societies and advancing the global agenda for gender equality.

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Gender-sensitive language

RECENT studies have highlighted the widespread use of gender-insensitive language in Bangladeshi media. A report by the Management and Resources Development Initiative revealed that approximately 10 per cent of media outlets employed gender-insensitive words or phrases in their reporting. This practice not only marginalises women and non-binary individuals but also normalises discriminatory attitudes within the broader society.

At its core, gender-sensitive language refers to the intentional use of words and expressions that are inclusive and non-discriminatory towards people of all genders. It seeks to eliminate bias, stereotypes and invisibility in communication, thereby ensuring that individuals are not defined or confined by gendered assumptions. This involves avoiding male-dominated generics like ‘mankind’ or ‘chairman’ and replacing them with more neutral terms such as ‘humankind’ or ‘chairperson.’

However, gender-sensitive language is more than just vocabulary changes; it also encompasses the recognition of gender as a spectrum rather than a binary. It considers the identities of transgender, non-binary, genderqueer, and other individuals who do not fit neatly into the categories of ‘man’ or ‘woman.’ This more inclusive framework aligns with the evolving understanding of gender as a social construct shaped by cultural, historical and individual factors.

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Role of mass media

MASS media serves as both a mirror and a moulder of society. It reflects societal values while simultaneously reinforcing — or challenging — them. Historically, Bangladeshi media has mirrored the patriarchal structure of society, often portraying men as dominant figures and relegating women to subordinate roles. Such representations have profound implications, as they shape public consciousness and reinforce traditional gender roles. The continuous portrayal of women in limited capacities undermines their contributions and perpetuates a cycle of inequality.

When media outlets adopt gender-sensitive language, they not only provide a more accurate and nuanced depiction of the world, but also influence how people perceive and relate to one another. Media content helps form the everyday vocabulary of millions. If a television host uses gender-neutral terms or a newspaper consistently applies inclusive language, this gradually becomes the norm for audiences.

Moreover, the media is instrumental in shaping the language of public discourse. Headlines, captions and news reports often become templates for how issues are discussed in schools, homes and workplaces. For instance, how the media refers to survivors of gender-based violence — whether as ‘victims’ or ‘survivors’ — can deeply affect public attitudes and policy framing. Language that blames or shames can perpetuate harmful narratives, while sensitive and respectful language can empower and support.

There are also representational stakes. Language helps determine who is seen, how they are portrayed and what roles they occupy in public life. Media that defaults to male pronouns for leaders, experts or innovators subtly reinforces the stereotype that men are the default authority figures. Conversely, inclusive language opens space for women, LGBTQ+ individuals, and non-binary people to be seen as equally capable, intelligent and worthy of public voice.

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Implementation challenges

DESPITE its transformative potential, the widespread adoption of gender-sensitive language in media faces significant hurdles.

Firstly, linguistic structures in many languages present challenges. Languages like French, Spanish and Arabic have inherently gendered grammar, making the creation of gender-neutral alternatives more complex. For example, in Spanish, the default plural ‘ellos’ (they) is masculine. Efforts to create gender-neutral alternatives such as ‘elle’ or the use of @, x, or e (eg, ‘todxs,’ ‘todes’) have been both celebrated and contested. Like French, Spanish and Arabic,ÌýBanglaÌýalso faces structural challenges in gender-neutral communication. While Bangla lacks grammatical gender for inanimate objects (unlike Spanish’s masculine/feminine articles), it still grapples with default masculine terms (eg, ‘shikshak’ for teachers, often assumed male unless specified as ‘shikshika’). Efforts to adopt inclusive alternatives — such as using ‘shikshak-shikshika’ or gender-neutral terms like ‘shikshakgan’ for plural — mirror the global debate seen in Spanish’s ‘todes’ or French’s ‘iel.’ These innovations often face resistance from linguistic purists or conservative segments of society who see them as unnecessary or politically motivated changes.

Secondly, audience resistance can slow progress. Many consumers of media may not yet be familiar with or supportive of gender-sensitive practices. They may view inclusive language as awkward, excessive or even as a threat to tradition. This resistance can place media organisations in a difficult position, balancing the need for progressive change with audience retention and commercial considerations.

Furthermore, internal biases and lack of training among media professionals can be a barrier. Editors, writers and broadcasters who have not been sensitised to gender issues may inadvertently reproduce stereotypes or exclude diverse identities. For example, continually portraying women as victims or caregivers while portraying men as leaders and decision-makers reinforces narrow gender roles.

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Global perspectives

GLOBALLY, there is a growing recognition of the need for gender-sensitive language in media and beyond. The European Institute for Gender Equality, UN Women and UNESCO have all developed guidelines and toolkits for gender-inclusive communication. These resources not only suggest specific linguistic choices but also provide frameworks for transforming organisational culture.

In Sweden, for instance, the use of the gender-neutral pronoun ‘hen’ has gained legal and social acceptance over the past decade. In Canada, the public broadcaster CBC has integrated gender-inclusive practices into their editorial guidelines, reflecting a broader societal shift towards equity.

Closer to South Asia, several initiatives have sought to challenge gender stereotypes in media. In India, the ‘Beti Bachao, Beti Padhao’ campaign included media engagement strategies to shift public discourse around girls’ education. In Bangladesh, NGOs such as Plan, BRAC and Ain O Salish Kendra have worked with journalists to raise awareness about gender bias in reporting and storytelling.

Despite differences in cultural and linguistic contexts, a common thread is evident: where political will, institutional support and community engagement converge, change is possible.

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Call for media accountability, leadership

THE integration of gender-sensitive language should not be seen as an isolated initiative, but as part of a broader ethos of responsibility in journalism and media production. Ethical journalism requires fairness, accuracy and inclusiveness. Gender sensitivity strengthens all three.

Media houses must lead by example. This involves not only revising editorial guidelines, but also conducting regular training, monitoring output and listening to feedback from under-represented groups. Style guides should be living documents — updated regularly to reflect new understandings and respectful terminology.

Importantly, efforts must go beyond surface-level representation. Including more women or queer individuals in stories is valuable, but without an inclusive narrative frame and language, representation risks becoming tokenistic. For example, simply featuring a female scientist in a news piece is not enough if the story focuses on her appearance or family life instead of her expertise.

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Practical steps

TO EFFECTIVELY integrate gender-sensitive language into mass media, a multi-pronged approach is essential. First and foremost,Ìýcapacity buildingÌýmust be prioritised through comprehensive training programmes for journalists, editors and content creators, equipping them with the skills to recognise and eliminate gendered stereotypes while adopting inclusive communication practices. These trainings should move beyond theoretical frameworks to include practical exercises in rewriting headlines, scripts and social media content with a gender lens. Concurrently, media houses need to establish clearÌýpolicies and guidelinesÌýthat institutionalise gender sensitivity, ensuring these principles are reflected in editorial standards, style guides and hiring practices. Such policies must be enforceable, with accountability measures for non-compliance.

Equally critical isÌýaudience engagement — media organisations should proactively educate the public about the power of inclusive language through targeted campaigns, explainer videos and interactive social media content that demystifies gendered biases. This effort should be complemented by robustÌýfeedback mechanisms, such as dedicated ombudspersons or digital platforms, where marginalised communities can critique representation and hold media accountable. Finally, none of these measures will succeed withoutÌýleadership commitment: media executives and decision-makers must champion this transformation publicly, allocating budgets for training, monitoring progress and celebrating inclusive content. By embedding these practices into the core operations of media institutions, language can shift from being a vehicle of exclusion to a catalyst for social equity.

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Language as force for good

THE adoption of gender-sensitive language on mass media is not merely a matter of semantics or political correctness. It is a powerful tool for social change. Words shape reality. The way we speak, write and communicate reflects and constructs our collective values. By choosing language that acknowledges the full spectrum of human identity and experience, we pave the way for a more just and equitable society.

As the media continues to evolve in the digital age, it must rise to the challenge of reflecting the diversity and complexity of its audiences. The responsibility lies not just with editors and journalists, but with all of us — as media consumers, educators, activists and citizens. Together, we must advocate for a world in which everyone is seen, heard and valued — starting with the words we choose to use.

Let us remember that language is not static. It grows, adapts and transforms. So too must our commitment to ensuring that it serves the cause of equity, dignity and inclusion for all.

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Musharraf Tansen is a PhD researcher and former country representative of the Malala Fund.