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Şermin ŞENTURAN
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3. Language and Empowerment
Language is the main medium of human communication whether used in spoken or written form.
The use of language, how individuals express themselves verbally and non-verbally to others, can be empower-
ing to both themselves and the people with whom they are communicating. Looking at how language is used is
important in terms of self-empowerment and when attempting to empower other people.
3.1. The Use of Language for Personal Empowerment
In terms of personal empowerment and communication the following ideas are helpful and their use can be both
self-affirming and positive:
• Use Positive Language: Research into language suggests that a person's self-image is reflected in the words that
they use. For example, people who say they '
should
’ behave in a certain way implies passivity and can detract
from them seeming to be in control and taking responsibility for their actions. Talking about yourself in a
positive way, acknowledging strengths and weaknesses, can be empowering.
• Use Active Language: Use terms which imply positive action rather than making vague statements, particu-
larly when talking about the future. For example, 'I will...' and 'I can...'.
• Use Words to Define Your Own Space and Identity: If you fail to use words to define your own space and
identity then others will tend to define you and set standards by which you evaluate yourself. Furthermore,
they will try to persuade you to conform to their demands. Be clear about who you are and what your values
and goals are – do not let others define you.
3.2. The Use of Language for Empowering Others
In order to use language to help empower others:
• Do not use jargon or complex terminology: The use of jargon and complex terminology can be both alienat-
ing and dis-empowering. When working with clients the use of jargon can create feelings of intimidation and
inferiority. Without shared understanding of the words you use, effective and empowering communication
cannot take place. Choose words with care, which give clarity to what you are trying to express.
• Focus on the words people use: Using shared terminology appropriately can enable you appear more ‘in tune’
with the other person and what they are saying.
• Choose positive words: Choosing positive or active words such as '
will
’ or ‘
can
’ indicates that you have control
in your life and is more likely to induce positive action in others. Compare the use of these words with others
such as ‘
might
’ or ‘
maybe
’ which suggest hesitancy. Using words and statements which carry responsibility are
empowering as they suggest a determined rather than a passive approach.
• Avoid criticism and negativity: Criticism should always be given with extreme care and only when absolutely
necessary. Once words have been spoken they cannot be easily taken back. If criticism is necessary then it can
be given in a constructive way, through the use of positive and supporting words and phrases. Always attempt
to cushion criticism with positive observations.
• Use open questions when appropriate: The use of closed questions will restrict responses to 'yes' and 'no'
answers. This type of question can leave people feeling powerless because there is no opportunity to explain
their response. On the other hand, open questions give the person being asked the chance to explore the rea-
sons behind their answers. Open questions encourage a person to take responsibility for their thoughts and
actions and can therefore aid empowerment. Open questions can also help people to solve problems through
their own devices, help them to set their own goals and work out an appropriate plan of action.
4. Areas of Practice
According to Potterfield (1999), many organizational theorists and practitioners regard employee empowerment
as one of the most important and popular management concepts of our time. There are thousands of examples
of empowerment strategies that have been initiated by poor people themselves and by governments, civil society,