In parallel, Twitter launched a campaign titled #FeminineArabic (أتحدث_بالمؤنث#) in partnership with organizations and brands across the region.
People across the world come to Twitter to discuss what’s happening and Twitter wants its service to better reflect the many voices that shape the conversation. In some languages, such as Arabic, words can be feminine or masculine. So today, Twitter is introducing a new language setting that acknowledges and better supports the Arabic feminine form.
People who select this setting will be addressed in the feminine form. For example, “Tweet” will be “غرّدي” (which addresses women) rather than the default Arabic today which is “غرّد” (addressing men). Also, “Explore” will be “إستكشفي” rather than “إستكشف”.
Carla El Maalouli, Head of Business Marketing at Twitter MENA, said: “At Twitter, every voice can impact the world and the conversations that happen on our service are defined by the people having them. With this update, we’re hoping to provide Arabic-speaking women with an option to share their unique voice and participate in an inclusive conversation, while being addressed based on their preferences. We have seen great support from the industry and have partnered with a number of organizations and individuals who are joining the conversation to champion this update.”
Here’s how to use it:
Together with the update, Twitter launched a campaign titled #FeminineArabic أتحدث_بالمؤنث# to share its approach and partner with others to do so. The campaign features an emoji that is unlocked with the following English and Arabic hashtags: #FeminineArabic and أتحدث_بالمؤنث# .
#FeminineArabic (أتحدث_بالمؤنث#) saw a number of brands celebrate the launch and engage with Twitter (@TwitterMktgMENA) while taking the opportunity to connect with their female audiences and reaffirm their commitment to female empowerment. The campaign received support from stcPay (@stcpay_ksa), Adidas MENA (@adidasMENA), Mastercard Middle East & Africa (@MastercardMEA), Samsung Saudi Arabia (@SamsungSAUDI) and its regional handles, Nissan Saudi Arabia (@NissanSaudi), Microsoft UAE (@MicrosoftUAE) and its regional handles, Xbox Saudi Arabia and Gulf (@Xbox_Saudi and @XboxGulf), Visit Abu Dhabi (@VisitAbuDhabiAR), Puck Arabia (@puckarabia), and Mobily (@mobily).
نون النسوة، حلم وتحقق. نؤيد ونساند مبادرة تويتر #أتحدث_بالمؤنث، اللي تخلي للنساء صوت وقوة تأثير ما لها مثيل. وانت كيف؟ ريتويت إذا تأيديها!@SamsungGulf #FeminineArabic@TwitterMENA https://t.co/23OvEriAHM— Samsung Saudi Arabia (@SamsungSAUDI) June 15, 2021
Additionally, the campaign garnered support from a number of organizations and NGOs across the region, including the UAE Ministry of Culture and Youth (@UAEMCY) and UN Women Arabic (TheWomenArabic).
اليوم، يطلق @Twitter إعدادًا جديدًا للغة العربية شامل للنوع الاجتماعي— UN Women Arabic (@unwomenarabic) June 15, 2021
من شأنه إعادة تشكيل الطريقة التي تتفاعل بها المنصة مع النساء والفتيات.
يمكن معرفة المزيد والانضمام إلى المحادثة من خلال متابعة @TwitterMENA و@TwitterMktgMENA واستخدام هاشتاغ #أتحدث_بالمؤنث!#FemaleArabic pic.twitter.com/sDdtpTeRfk
The language support has been added to Twitter.com and Twitter is working to bring it to Twitter for iOS and Android. As a company, Twitter is committed to using inclusive language, whether it's written down, mentioned on the site and apps, or embedded in Twitter’s code. Twitter knows there’s more work to be done to reflect the variety of voices around the world and will continue to share its learnings and how it updates the service based on people’s feedback.