Whose Definition? Fear-Based Responses to Everyday Words
Written by James Armstrong
Understanding how language shapes perception is critical, especially when discussing substance use and treatment services. Words we consider neutral can evoke unexpected, fear-based responses, rooted in societal stigma and misunderstanding. Drawing on my personal experiences opening treatment services and engaging with diverse stakeholders—including neighbours, policymakers, and the media—I've observed how language often unintentionally reinforces fears and biases. Let me share some reflections and practical insights on navigating this complex communication landscape.
Setting the Scene: Fear-Based Priming
Fear-based priming refers to the societal conditioning that frames substance use in ways that evoke anxiety, mistrust, and stigma. This framing is perpetuated through:
Negative associations: Media and political rhetoric often link substance use with crime or danger.
Stereotypes: Substance use is portrayed as a moral failing rather than a health issue.
Lack of open dialogue: Misconceptions thrive when communities lack accurate information and exposure to progressive perspectives on addiction and recovery.
These cues shape how people interpret language, even when it’s intended to convey positivity, safety, or care.
The Power and Pitfalls of Words
Words that seem neutral or even hopeful in the treatment sector often provoke fear-based responses. Here are a few examples:
1. "Safe"
In the context of treatment services, "safe" might describe a trauma-informed, supportive environment for clients. However, in fear-based contexts, it raises questions like: "Why do they need to be safe? Are they dangerous? Or are we in danger?" The word unintentionally reinforces the idea of separation or threat.
2. "Problem"
Terms like "problematic substance use" aim to prioritize person-first language, but the word problem can evoke thoughts of trouble or risk, inadvertently stigmatizing the individual.
3. "Vulnerable"
Labelling people as "vulnerable" may backfire. Instead of eliciting compassion, it can lead to fears like: "Are we vulnerable to them? Are they a threat?"
4. "Secure"
While "secure" conveys emotional stability or a reliable environment, it may be misinterpreted as implying confinement or a need to protect others from danger.
5. "Care"
Highlighting the care deserved by individuals struggling with substance use can spark resentment in environments where access to care is limited. Questions arise: "Why should they get care when resources are scarce?"
6. "Community"
The term "community engagement" carries positive intent, but it can alienate those who view people with substance use challenges as "outsiders" to their community.
Strategies for Communicating Effectively
Given these challenges, here’s how to navigate fear-based responses with thoughtful communication:
1. Know Your Audience
Assess the audience’s baseline attitudes and fears.
Understand their narratives: Are they influenced by media portrayals of "outsiders" or stigmatising stereotypes?
Tailor language to meet them where they are while aiming to shift perceptions.
2. Contextualize Your Words
Avoid terms that could reinforce stigma. For example, instead of "safe", describe the service as "supportive" or "trauma-informed."
Frame language in a way that highlights shared goals, such as improved health outcomes, without triggering fears.
3. Be Consistent and Transparent
Stand by your messaging, even in the face of opposition or anger.
Over-communicate where needed to clarify intent and reduce misconceptions.
4. Encourage Dialogue
Invite questions to address concerns directly and dispel fears.
Acknowledge the audience’s perspective and provide information that fills knowledge gaps.
5. Avoid Division
Refrain from messaging that implies “us versus them”. For instance, avoid contrasting abstinence-based recovery with harm reduction in ways that stigmatize either approach.
6. Focus on Empathy
Acknowledge the societal stigma embedded in conversations about substance use. Understanding this can help foster compassion rather than blame.
Use approachable and relatable language, showing that you value people’s concerns while advocating for those in need of support.
The Challenges of Advocacy
Communicating about substance use treatment services is not easy. You may face accusations of dishonesty, mistrust, or even direct hostility. Here’s what to keep in mind:
Don’t take it personally, but it is personal: While criticism may feel directed at you, it often stems from deeply ingrained societal biases.
Be personable: Remaining calm, reasonable, and empathetic can help defuse tension.
Consistency matters: Don’t let anger or fear from your audience force you to backtrack. Staying consistent builds trust over time.
Final Thoughts: Turning Fear into Understanding
Fear-based responses to language reflect deep cultural conditioning, not personal malice. By carefully choosing words, fostering open dialogue, and standing firm in our messaging, we can help bridge the gap between intent and impact. Substance use is a complex issue, and changing the narrative requires patience, empathy, and a willingness to engage thoughtfully, even when faced with resistance.
In the end, effective communication isn’t just about the words we use—it’s about the stories we tell and the understanding we foster. With persistence and care, we can challenge stigma and build communities where compassion triumphs over fear.