Language that minimizes discrimination is also expressed—and in some cases especially—through images. This is because photos and videos have an immediate and emotional impact. We believe what we see—even if it shows only a fragment or a constructed scene. At the same time, images are interpretations that, much like the spoken or written word, reflect power and dominance structures. Consequently, they can quickly end up reproducing stereotypes, whether consciously or unconsciously. Take, for example, the portrayal of people with disabilities: such photos are often reduced to the disability itself or show a person in a wheelchair—even though the spectrum in this area is much broader. The same is true for topics related to integration and migration: Articles on these subjects are frequently illustrated with images showing women wearing headscarves from behind. This downplays or even negates the diversity of migrant groups in Germany. Images in the context of LGBTIQ* (an acronym for Lesbian, Gay, Bi, Trans*, Inter*, and Queer), on the other hand, usually show a gay couple—lesbians, trans*, bi, or intersex people are not visually represented.
Such practices are also relevant for press and public relations work, as images often play a central role in these areas: It has become quite common in comprehensive media relations to include images with a press release. A website, social media channels, and publications such as brochures or flyers are inconceivable without visual material, and photos are usually taken during press events such as interviews. Accordingly, the following guidelines should apply to the use of photos and videos in press and public relations work:
- Photos and videos should reflect reality as accurately as possible and without judgment. The choice of framing should be deliberate.
- The visual material should ensure that the people depicted are on an equal footing. For example, seating arrangements can unintentionally convey hierarchies.
- Those involved should be asked how they wish to be portrayed or which depictions they find discriminatory.
- In captions, care should be taken to ensure that all people are named.
- Being sensitive to discrimination also means addressing the preconceived images we all have in our minds.
Tools for the Non-Discriminatory Use of Images
One way to select images that minimize discrimination is to use appropriate image databases. We recommend the “Gesellschaftsbilder” collection by the association Sozialhelden e.V. Here you’ll find photos in which the models are viewed as experts who make decisions regarding issues of representation and authenticity.
Further guidance is provided by the checklist developed during the “Voll im Bild?! Workshop for Non-Discriminatory Visual Reporting,” a joint event organized by the associations Neue deutsche Medienmacher*innen, Sozialhelden, and the Lesbian and Gay Federation of Germany.
Reference to a Guide
Further information, recommendations, and successful real-world examples can be found in the publication “Discrimination-Sensitive Language in Press and Public Relations: A Guide for the Visual Media Sector.”
Additional Links and Recommended Reading
Coen, Amrai/Henk, Malte/Sußebach, Hennig: “These Images Lie,” in: Die Zeit, 2015
Pörksen, Uwe: “The Global Market for Images: A Philosophy of the Visiotype,” Stuttgart 1997