The Role of Language in Shaping Media Communication
- giuliapedrinivisio
- Aug 4, 2025
- 4 min read
Updated: Sep 22, 2025
Words Matter
In today's world, where access to information is almost unlimited, the language used by the media plays a key role in how audiences perceive reality. It is not just about what the media say, but how they say it. The choice of words, the tone of voice, the way facts are presented – all of this influences the interpretation of events.
Therefore, language in the media is not neutral. On the contrary, it often serves to shape narratives, build emotions, and sometimes even manipulate.
Framing – How to Package Information
One of the most important mechanisms is framing, which means deciding which elements of an event to emphasize and which to omit. For example, a report on a protest can be described as:
“a peaceful civic demonstration”
or “an illegal gathering and an attempt to destabilize public order.”
Both terms refer to the same event, but they create completely different associations and emotions. How the media refers to people (e.g., “migrants” vs. ‘refugees’ vs. “illegal immigrants”) is of great importance for the perception and assessment of the situation.
The Language of Emotion and Distance
The tone of the message also has an impact. Is the material written in a factual language or is it full of emotional adjectives? Does the journalist report on events from a distance or does he or she use a personal narrative?
For example, in reports on armed conflicts, Western media often use terms such as “precision strike” or “defensive action” while local media may refer to “bombing of civilian neighborhoods” and “massacre of innocent people.”
These are not just stylistic differences. These are conscious linguistic choices that influence public opinion.
Comparing Languages and Cultures: the Same Conflict, Different Narratives
Language also has its cultural determinants, which means that the same event can be presented differently in different languages and countries. Take, for example, the reporting of the Israeli-Palestinian conflict:
The English-language media often refer to “clashes,” “rockets fired by Hamas,” or “Israeli defense.”
Meanwhile, Spanish-language sources use words such as “agresión” (aggression), ‘ocupación’ (occupation), and “resistencia” (resistance).
These differences reflect local political sympathies, cultural values, and geopolitical interests. Language then becomes a tool for creating different truths, or at least different interpretations of the same reality.
When Language Misinforms
Some media outlets use language deliberately to manipulate public opinion. An example of this is pro-government media, which systematically portray protesters as “troublemakers” or “enemies of the state” instead of talking about citizens expressing dissatisfaction. In this way, language becomes a tool of propaganda.
Sometimes manipulation can be more subtle, through the use of euphemisms (e.g., “employment restructuring” instead of “mass layoffs”) or omitting important contextual
information.
Can Language Be Neutral?
Although many journalists claim to strive for objectivity, complete linguistic neutrality is virtually impossible. Every choice of words says something. Even the most factual sentence can carry a specific communicative intention.
That is why more and more editorial offices are implementing conscious language strategies like hiring proofreaders not only to check for errors, but also to analyze tone, possible biases, or unintentional exclusion of certain groups.
Media Education and Critical Reading
In the face of the diversity of media languages, it is crucial to develop media literacy. Audiences should be able to analyze how the media talk about the world, recognize emotional tone, euphemisms, and hidden assumptions.
An important element of media education should be comparing different versions of the same news story, for example, how public, private, foreign, and alternative media write about the same issue. This practice allows us to see how language influences what we consider to be “the truth.”
Inclusive Language vs. Exclusionary Language
There is also increasing talk of inclusive language - language that does not exclude on the basis of gender, sexual orientation, disability, ethnic origin, etc. Language shapes social norms, so the way we talk about people and social groups has real consequences for their visibility and treatment.
For example, using feminine forms, gender-neutral terms, or avoiding stereotypical descriptions is not just “political correctness,” but a conscious decision that changes the way we think about the world.
Conclusions
Language is not just a tool for describing reality. It is a tool for creating it. In the media, it plays a key role in shaping narratives, building emotions, and influencing public opinion.
Therefore, journalistic responsibility does not end with fact-checking. It also includes reflection on the language used, its connotations, style, and social impact.
For audiences, this means one thing: it is worth reading carefully. Not only what the media say, but also how they say it. Because often it is not the facts, but the words that describe them that determine what we consider to be the truth.
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Reference List
Framing analysis in conflict reporting: recent scientific research confirming differences in narrative language between the media in the US, the UK, and the Middle East
Peace Journalism: description of the concept of alternative conflict journalism that promotes balance, fairness,
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