Nicki Hinz works in the Didactics Team here at Babbel, designing our courses and optimizing lessons to bring users the most intuitive and effective learning experience. As part of our in-house presentation series, Strangers, she recently delivered a breakdown of what gender-neutral language offers us, as language-learners and as a community. A deeper dive seemed in order, and she graciously sat down for a chat about it.
I suppose it should be obvious, given we work with language-learning, but what made you want to tackle this topic as part of the Strangers series?
In the Strangers series we want to really consider the different aspects of diversity from all angles, even from angles that might not be as high-profile or obvious at first glance. But as we’re working with lots of different languages every day, it becomes evident that there are problems inherent to some languages when it comes to how we talk about people. German is an excellent example, as we have the suffix -in to denote that a certain profession is female, e.g. der Lehrer (male), die Lehrerin (female). So what about people that do not identify with the traditional binary gender framework? If you’re genderfluid, for example, you might feel left out. You can see phenomena like this in other languages as well: Is a “gunman” necessarily always male? Other languages like French or Portuguese also denote gender in adjective endings, but it’s still a matter of one of two possible genders. The reality we live in looks quite different: we are transgender, genderqueer, intersex, non-binary, genderfluid, female, male…
The second instalment of the Strangers Talks series – the Babbel employee initiative exploring issues of difference and diversity – was an exploration of representation and gender in marketing. Looking at imagery from marketing campaigns across different moments in advertizing’s history, Babbel’s Ben Davies unpacked the persistence of stereotypes in all manner of marketing, and the often insidious messages they carry. It was provocative enough to warrant a bit of follow-up discussion, here.
This was, on the surface anyway, a rather specific topic, given your talk was effectively one of the inaugural presentations in the series. And I guess I’m wondering whether you were working less from a place of principle or aspiration, and more from a place of necessity. Did the intersection of gender and marketing seem particularly pressing to you for some reason?
I think for me, this was very much a necessity. Within the movement for gender equality, there is discussion happening constantly about portrayals of women and men in various mediums, be it in television shows or in music, but what struck me as odd was that images from marketing rarely made it into discussions on portrayals of gender. Perhaps this is because we don’t consider marketing anything more than this annoying thing that tries to get us to spend our money, but the fact remains that images from advertising make up a large portion of the imagery we are exposed to everyday. Even on an unconscious level, this will start to have an effect on a person. (more…)
Toward the end of 2017, a number of Babbel employees launched an ongoing series of internal presentations now known as The Stranger Talks – a sort of salon aimed at highlighting difference and diversity as ways of innovating and transforming how we work. The inaugural talk, given by Lars in our Didactics team, served as an introduction to the project’s central themes. We sat down to chat about it, and reflect on its impact. (more…)