Non-discriminatory language is also, and sometimes especially, expressed in images. This is because photos and videos have an immediate and emotional impact. We believe what we see – even if that only shows a detail or a construction. At the same time, images are interpretations that, in the same way as the spoken or written word, reflect relations of power and domination. As a result, it can happen quickly that they consciously or unconsciously reproduce stereotypes. If one thinks of the representation of people with disabilities, for instance, corresponding photos are often reduced to the disability or show a person in a wheelchair – even though the spectrum in this field is much broader. The situation is similar with integration and migration issues: Here, posts are often illustrated with pictures showing women with headscarves from behind. The heterogeneity of migrant groups in Germany is thus diminished or even negated. Images in the context of LGBTQIA+ (abbreviation for Lesbian, Gay, Bisexual Transgender, Intersex and Asexual), on the other hand, usually show a gay couple – lesbians, transsexual, bisexual or intersexual people are not represented visually.
Such practices are also relevant for press and public relations work, as images often play a central role here in particular: It is now not uncommon for comprehensive media work to also include pictures with a press release. One’s own website, social media channels and publications such as brochures or flyers are inconceivable without image material, and photos are usually taken at press events such as interviews. Accordingly, the following guidelines should apply to the handling of photos and videos in press and public relations work:
- Photos and videos should reflect reality as accurately as possible and not in a judgemental way. The selection of excerpts should be deliberate.
- In the visual material, there should be a sense of equality among the portrayed individuals. For example, seating arrangements can express unwanted hierarchies.
- Affected people should be asked how they want to be portrayed or which portrayals of them they find discriminatory.
- In captions, care should be taken to ensure that all people are named.
- Sensitivity to discrimination also means addressing the preconceived images that we all have in our minds.
Tools for a discrimination-sensitive use of images
One way to select non-discriminatory images is to use appropriate image databases. Here we recommend (for example) 'Gesellschaftsbilder’ [Images of Society] of the association Sozialhelden e.V..Here you can find photos in which the models are seen as experts who decide on questions of representation and authenticity.
Further assistance is provided by the Checklist which was developed at the “Voll im Bild?!” Workshop für diskriminierungsarme Bild-Berichterstattung“ [Completely in the Picture Workshop for Low-Discrimination Image Reporting], a joint event of the associations Neue deutsche Medienmacher, Sozialhelden und Lesben- und Schwulenverband Deutschland [Lesbian and Gay Association Germany].
Reference to working guide
Further information, recommendations and successful examples from practice can be found in the publication “Diskriminierungssensible Sprache in der Presse- und Öffentlichkeitsarbeit. Arbeitshilfe für den Bereich Bild“.
Further links and suggested reading
Coen, Amrai/Henk, Malte/Sußebach, Hennig: Diese Bilder lügen, in: Die Zeit, 2015
Pörksen, Uwe: “Weltmarkt der Bilder. Eine Philosophie der Visiotype“ ["World Market of Images. A Philosophy of Visiotype",], Stuttgart 1997