Why we might be missing a chance to challenge bias
Adding alt tags to imagery is thankfully becoming a common practice. Alt tags allow those using assistive technology like screen readers to hear images that they might otherwise struggle to see. Using imagery to support text is a crucial way that we can communicate effectively with our audiences. They can add ‘a thousand words’ in an instant. So alt tags have a lot of work to do, if they are going to add the same value as the original image would. And sometimes images are doing the heavy work of challenging bias and increasing diversity and inclusion within our brands. So, how can an alt tag do all that?
One way that imagery is important is that we can allow audiences to see themselves as part of our brand. This, of course, leads to the importance of representation when it comes to diversity and inclusion. Brands are making a lot more effort to ensure the diversity of people represented in the images they use. But what if you are not seeing those images? Where does the representation go?
This is where I think we might be missing a trick within alt tags. We all carry biases within us. When we picture a doctor, often the image that comes up will be of a white man. When someone mentions a basketball player, the likelihood is that the first image that pops up in your head isn’t of a basketball player in a wheelchair. This is what alt tags do: they mention a scenario happening in an image, then the listener has to build an image or idea of an image in their mind. This means that bias can’t be challenged if alt tags aren’t crafted in such a way as to do so.
The diversity that is built into images should be brought forward into alt tags. If two doctors in an image happen to be female and of varying races, these details can be mentioned. Sometimes with just the addition of a word or two. This will need to be done sensitively, and with care not to overextend the alt tag into a short essay. But I think it can be done, and if the effect is better representation for underrepresented groups, well, I think it’s an effort worth making.
So when you are looking at your alt tags, take a moment to think about what images your alt tags are conjuring in someone’s mind.
Try saying it out loud with your eyes closed.
Hold the image that comes up in your mind. Do any of the elements differ from the actual image you are trying to describe? Are any of these differences due to biases?
If so, see if you can work on changing them by adding or swapping a word or two.
This exercise can also be done with a colleague who hasn’t seen the original image, if you have the time to work on it together. And over time, the process will get more intuitive.
It’s a topic that, when brought up in our training sessions, always brings with it some great discussions. When you are thinking about writing your next batch of alt tags, why not start the discussion up with some of your colleagues? See what steps you can take to challenge bias when your images aren’t being seen but heard.