My mom was a scholar of language and literature, so I grew up in a family where curse words were unheard of. Hearing obscene language on the street was not a pleasant experience for my ears either.
I'd even say it was frightening. Passing by young people cursing, I’d often cross the street, putting some distance between us — between me and the aggression I felt in such words.
Fast forward to my thirties and forties, I’ve made use of edgy words alright.
Maybe working with a founder who was French had something to do with it early in my career (the French language can put almost anything to melody, I guess).
But words like putain, bordel, and merde (French) have become firmly embedded in my vocabulary. In a few languages, now.
I do think that, when used appropriately and with an audience that won’t faint from unrefined language, a bit of inappropriateness can better express the emotions you're trying to convey.
It’s a shortcut in emotional communication that is just part of life for many of us. Especially when we are among friends who just get us.
However, I beg to differ when it comes to written language. Let’s look at:
- Why cursing in text is different from oral speech
- How to take the edge off strong words and expressions
- Pushing yourself to find the right alternatives
Once Something is Published to the World, It Takes On a Life of Its Own
Think of it this way: while cursing out loud can be perceived as a spontaneous, emotional response, the use of obscene words in written text carries a different weight and consequence.
This difference is rooted in the inherent characteristics of spoken versus written communication, each with its own set of social norms and expectations.
Transient Nature of Spoken Words
Oral communication is transient by nature. When someone curses verbally, the words are ephemeral, often dissipating as quickly as they’re uttered.
It’s often even funny. Cursing is frequently used to make very serious matters feel less so.
In a way, it’s a technique for putting more distance between the gravity of what happened and the reality of the current moment.
This impermanence allows for a certain degree of leniency in social contexts, as spoken words can be seen as momentary lapses in decorum.
Moreover, the tone, body language, and context accompanying spoken communication can soften the impact of the words, providing a buffer that written text lacks.
Written Text May Live Forever
In contrast, written communication is enduring. Once words are committed to text, they acquire a permanence that demands greater responsibility from the author.
Written words lack the vocal nuances and non-verbal cues that can soften the harshness of a spoken curse (the same applies to humor in texts too)).
As a result, obscene language in written form is often perceived as more deliberate and premeditated, with a greater potential for offense and misunderstanding.
Remember, the World is Watching
This distinction is critical in public communication, where the written word serves as a lasting record. The permanence of written content calls for a more cautious approach, especially in professional and public domains.
The implications of using obscene language in written text go beyond immediate reactions, potentially affecting reputations, relationships, and even legal standing.
Remember — even in 10 years, the text will still be there. Context may change, the world may change, you may change, but the published text will remain the same.
Understanding this difference is essential for content writers who navigate the delicate balance between creativity and propriety.
As architects of written communication, writers must be acutely aware of the impact their words can have, both in the present and the future. This awareness is not merely about avoiding offense, but about crafting messages that resonate with integrity and respect.
How to Be Authentic Without Sh*t in the Text
The challenge lies in maintaining the authenticity and engagement of the message while adhering to the standards of decency expected in public discourse.
This is where the art of censorship in written content becomes paramount. The ability to convey powerful ideas without resorting to obscenity is a testament to a copywriter’s skill and creativity.
In the paragraphs below, I’ll explore practical tips and considerations for ensuring that written content not only captivates but also upholds the standards of professional and ethical communication.
A Note on Sh*t
Some people claim that the s-word is so widely used in English now that it’s no longer considered offensive.
However, few of us would imagine hearing this word near a child or in a business meeting. So, I’d say its non-offensiveness is somewhat overstated.
Next time you use it in a LinkedIn post, for example, think twice.
From one side, you’re still you, and nobody can push you to be inauthentic. And it might happen that your ability to say the word and the freedom to use it mean a lot to you.
But maybe it doesn’t have to be that way. Maybe this particular word doesn’t have to define authenticity in your communication. Think about it.
Using Dashes, X’s, and Asterisks in Curse Words
This is a widely used but somewhat lazy option, in my opinion. The primary objective is to acknowledge the reader's potential sensitivity to explicit language.
This technique, frequently employed by content creators, involves modifying words like "sh*t" by substituting one or more letters with non-alphabetic characters.
By partially obscuring the word, the author aims to prevent discomfort or negative reactions that might result from seeing the unaltered term.
While this method may appear to be a conscientious effort to reduce offense, it’s essentially a minimal gesture.
It suggests that the author doesn’t want to offend and is aware that seeing the full word may be unpleasant, triggering certain associations in the reader’s mind.
I think, though, we can all do much better than that.
Taking Off the Edge with Similar Words from a More Decent Domain
Sometimes a writer goes a step further and substitutes the whole word with a similar-sounding one:
Freaking Frickin’ Frigging Fracking Shoot
Readers understand what the author means from the context but aren’t offended. Spelled differently, the word just doesn’t seem as aggressive or displeasing.
However, this technique, relying on substitutes, doesn’t eliminate the idea of a curse word in a text altogether.
Using substitutes still shows that you’d like to use a curse word; you just don’t go the full distance.
Finding Alternatives — Saying It Differently Doesn’t Mean Less Edgy
I prefer this approach to all the options above. It requires more time investment but opens many opportunities for creativity.
Language is vast, with an abundance of words we can use to express nearly anything. Effective communication doesn’t require profanity.
The English language, in particular, is rich with synonyms, idioms, and phrases that provide persuasive alternatives to profanity.
For example, instead of using a common expletive to express frustration, one might say:
"The situation is exceedingly vexing." "This person is as challenging as navigating a jungle." "In the face of adversity." "Expect anything."
This restrained elegance can add a great tone to a brand voice that is very appealing.
Instead of offering a dismissive comment, one might assert, "This proposal lacks the necessary rigor and depth required for successful implementation."
This approach not only enhances communication but also reflects a level of sophistication and professionalism valued in both personal and professional interactions.
Automate Your Policy
In your brand communication, you’ll need to make a conscious choice regarding the use of profanity. Not all brands choose to completely avoid strong language.
It truly depends on the audience, context, and the reaction a brand wants to achieve with the text. Sometimes, disgust, resentment, or anger is exactly what’s needed.
In such cases, remember there are smart tools available to guard your brand voice from statements and mishaps you don’t want to make.
Use Writitude's free version to automate your guidelines regarding the use of profanity.
- Ban profanity and informal words from your texts
- Check exact spelling of the substitutes you choose to use, or
- Create specific phrases and words you’d like to avoid by listing them in a glossary.
This intricate and sometimes vexing choice is yours!
