– It was very hot, I’ll admit it. This is what incoming deputy mayor Kine Mosheim-Lysfjord (Sp) says about the language used by the local newspaper Helgelendingen when they were to write about possible political scenarios in Vefsn in the election campaign. Bad opinion polls pointed to the Center Party, which has had the mayor for the last four years, most likely going for a bang. This meant that the party’s mayoral candidate Mosheim-Lysfjord had to probe both the Conservative Party and the Liberal Party to find out whether there was a basis for cooperation over the next four years. These scenarios were described with titles such as: “Odd may have to send a proposal letter to Kine: – It is of course exciting” “This is what Rune says about Kine’s flirtation: – There is no point in voting tactically” These were the two titles for incoming deputy mayor in Vefsn reacted to. Now both titles have been changed by the newspaper. Photo: Facsimile / Helgelendingen Mosheim-Lysfjord says that she reacted when she saw the newspaper advertisements. She wondered if the newspaper would have worded it this way if she were a man or a woman over 60. – Would Rune flirt with Odd, or would it be a conversation? Mosheim-Lysfjord says that she contacted the newspaper, but that she was told that the newspaper would use the same titles regardless of gender. The titles were subsequently changed, and the terms “flirt” and “proposal letter” were removed. Read what editor-in-chief Jonas Brekke says about the decision further down in the case. – Was reduced to a frivolous mayoral candidate – My experience was that I was reduced from a mayoral candidate to something else. I was provoked, sad and disappointed. Frankly, I think this was both sexist and condescending. They made me an inferior and frivolous mayoral candidate. She published a post on both her own Facebook page and on Vefsn Senterparti’s page. Mosheim-Lysfjord published this post on his own Facebook page, as well as on Vefsn Senterparti’s page. Photo: Screenshot Facebook The reactions did not take long, and both “likes” and comments poured in, according to Mosheim-Lysfjord. – Both women and men of different ages, other politicians and members of the press reacted to the way I was portrayed. I was almost demoted from mayoral candidate to someone who flirted around for power and positions, instead of conducting serious negotiations, she says. One of those who reacted was incumbent Vefsn mayor Berit Hundåla (Sp). She believes that Mosheim-Lysfjord’s reaction should be taken seriously. Berit Hundåla is mayor of Vefsn until 27 October. Then Ap takes over the mayoral chain. Photo: The county governor in Nordland – Everyone can learn a little from this. At a time when the Norwegian language is becoming more and more gender-balanced, we should look inside ourselves and think about how we use it. – I think it’s a shame that someone chooses someone to keep such worn-out metaphors alive. We have come a step further. Mayor Ellen Schjølberg (Sp) in the neighboring municipality of Grane agrees. – Language is power. It is important that we all, including the newspapers, think through how they refer to young politicians, so that they have the courage to stand by it. Complained to PFU She therefore chose to report the local newspaper to Pressens Faglige Utvalg (PFU). Mosheim-Lysfjord believed the newspaper had breached point 4.3 of the Vær varsom poster, about caution when using terms that can have a stigmatizing effect. The complaint has been processed by the PFU secretariat, but they believe there is no breach of good press etiquette. It was Helgelendingen who first reported the treatment in PFU. They will therefore present proposals for simplified case management. Nevertheless, they understand the complainant’s point of view. This is what PFU writes: The Press’ Professional Committee (PFU) understands that complaints react to the use of the word “flirting” in this context. The committee records that Helgelendingen changed the title and acknowledged that the choice of words was inappropriate. At the same time, the PFU points out that flirting is a term that is often used in politics, primarily when parties open up to cooperation with each other. Although in this case the word was used about people in politics, the committee cannot see that it represents a violation of press ethics, cf. 4.3 of the Vær Varsom poster, about stigmatizing mention. Mosheim-Lysfjord is not surprised that she did not win. – I understand that it may look like I’m a bit twisted. I am not, and understand that you have to put up with more than the “everyman” when you have chosen to become a local politician. The editor-in-chief changed the titles – It came as a big surprise to me that she reacted so strongly to the wording in the two cases. That’s what editor-in-chief in Helgelendingen, Jonas Brække, says. – At the same time, I have great understanding that she has a negative experience of it. Brække says that he quickly answered the mayoral candidate on Facebook about what was the background for using the words “flirt” and “courtship” in the title. – Such metaphors are sometimes used in political journalism to describe relationships. Editor’s letter to Kine Mosheim-Lysfjord Dear Kine, I am sincerely sorry that you find it both sexist and condescending when we use words like “courtship” and “flirting” to describe that you, on behalf of the local team of Sp i Vefsn open to working with the right after the election. Let me first explain the background to the use of the word, and then a few words about the way forward. The use of metaphors and other figures of speech in journalism is not only common, it is highly desirable. At least if we are to have any hope of arousing the readers’ interest and inviting them to read a longer text about matters which for many readers (or voters) are experienced as both heavy and difficult to digest. As a politician in these election campaign times, you probably know this balancing act yourself: We have to make a compromise to get our message across, even if it can sometimes come at the expense of both precision and objectivity. Nor are we alone in using words like “courtship” or “flirt” as metaphors when politicians are looking for new alliance partners. Like other newspapers, we like to refer to well-known politicians by their first names, because we know that readers find it easier to identify with people than with parties or issues. In newspapers such as VG and Aftenposten, we can read about my namesake Jonas, who flirts with both tax relief and the Northern Norway railway, and Erna, who flirts with everything from the Center Party to KrF. Or about Sylvi and Erna who both propose to your party leader Trygve, in the hope of getting a majority in the Storting. Sometimes there are also men who are courting men, as when Aftenposten’s commentator Harald Stanghelle wrote about “the open flirtation between Jonas Gahr Støre and Knut Arild Hareide. It goes without saying that none of these publications have been found to be in breach of the press’s ethical regulations laid down in the Be Careful poster. I therefore ask to be believed that we had absolutely no thoughts that you, as a female politician, are less professional, matter-of-fact or competent when we used similar language to describe a possible collaboration with the Conservative Party and the other parties on the bourgeois side after the election . On the contrary, during the election campaign we gave broad coverage to the Center Party and its new top list in Vefsn. In one of the readers’ posts, you also spoke frankly about the great strain it has been to stand for political elections, in the form of threats, incitement and harassment from strangers on social media. This kind of behavior towards our local politicians is completely unacceptable, and something we of course condemn in the strongest possible terms. It was therefore not at all intended to be either “sexist” or “condescending” when we allowed ourselves to play a little with well-known political clichés in two titles in the newspaper. Those who have read the two cases instead of just the title will also see that you are portrayed as at least as serious and skilled a politician as other politicians we mention in Helgelendingen, regardless of gender and age. Nevertheless, we recognize that it was imprudent to use this title in this situation. Out of respect for the important work you do and the negative experience you have had, I have now removed the words “courtship” and “flirting” in the titles of the two mentioned cases. Hope there is a solution that is acceptable and that we can look forward to four new exciting and rewarding years in municipal politics, regardless of the outcome on Monday. I wish you the best of luck with your selection! Regards, Jonas, editor-in-chief in Helgelendingen Nevertheless, the newspaper chose to change the titles in the two cases that the deputy mayor had complained about. – We have a high threshold for changing the titles and content of the cases, unless we have made a mistake. In this case, we understand that her experience was negative, and so we chose to confront her about it, he says and continues: – Sometimes we in the press are perhaps a little too reserved in showing understanding for how our cases turn out down into the environment it hits. We must show human consideration. He is nevertheless clear that the newspaper is responsible for the use of the term – and could use both “flirt” and “courtship” if it was about two men or two women. – So did Harald Stanghelle in a comment that I remember very well, about Jonas Gahr Støre’s obvious flirtation with Knut Arild Hareide. He says he is not surprised that PFU has opted for simplified case management of the complaint. – It was as expected. Political commentator: – Quite common metaphors Political commentator Tone Sofie Aglen in news is well acquainted with the language and metaphors that the local newspaper has used to describe the political negotiations in the municipality. – I have used this type of metaphor many times, most recently in the election campaign about Sp and Ap mayors around the country flirting with the Conservative Party to secure a majority. – I often use such metaphors myself. It’s about making political material, which can be a bit heavy and dry, a bit more reader-friendly and understandable. A bit of humor and play with language usually make a text better, I think, says Tone Sofie Aglen. Photo: Øystein Otterdal / news Aglen does not believe, however, that her use of the term has any connection with the gender or age of the politicians she writes about. – I have to admit that I have never thought of it that way. Marriage and courtship metaphors are quite common when we talk about politics. In so far as also more negatively charged words such as “divorce” and “knot on the thread”. Gets angry e-mails At regular intervals, people are scolded for using metaphors that are not to their liking. – I have received an inbox full of angry e-mails for using typical clichés such as “spending money like drunken sailors” and comparing politics “to a kindergarten”. I have also been slammed for referring to politicians as “enemies”, but referring to something as “flirting” I have so far not received feedback on.
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