Language Guide

Below is not a comprehensive glossary of the vocabulary of elections, but is instead guidance on particular terms that may make reporting more difficult to navigate for audiences. 

Absentee voting vs. early voting vs. mail-in voting & vote by mail

These terms are not necessarily interchangeable across the U.S. In some cases, it’s really a “rectangle-square” situation, in which all absentee voting is mail-in voting, but not vice versa. Use the correct vocabulary for your region so residents know which guidance to follow.

🚩Tip: Provide a glossary of terms for your audience to link to in your coverage but also be sure to define (or gloss) these terms where they are used, as not all audiences will see or visit a glossary link.

Casting doubt

When a public figure baselessly, misleadingly, or against evidence to the contrary makes statements that call legal voting processes into question, it may be appropriate to go beyond claiming they are “casting doubt” on the election process — especially if they would benefit from distrust in that process. Sowing distrust among voters is proactively undermining the results of that election. “Casting doubt” is not done in a vacuum, and thus should be reported in that context.

Conspiracy theory

The typical denotation for this term is fundamentally unserious and even dismissive. However, it is often applied to the loose theories of mis- and disinformation surrounding QAnon and its followers, which, as a growing political phenomenon with serious real-world consequences, may not be appropriately described this way. One alternative, suggested by Buzzfeed News, is “collective delusion.”

🚩Read more: How journalists should not cover an online conspiracy theory and How to cover politicians who promote conspiracy theories like QAnon

Election Week

Due to changes in the voting process made in response to public health information, an increase in mail-in voting will almost certainly delay election results past the timeline to which most Americans are accustomed. Using this term instead of “Election Day” appropriately sets expectations for audiences. See more tips about Election Week.

Endorsement

When accompanying the political endorsement of an Editorial Board, the words “Opinion:” or “Editorial Board:” should appear first in headlines. This way, it is clear that the endorsement does not come from the newspaper staff as a whole and that the clarification does not get cut off by metadata on social media posts. Confusion among audiences about these terms is well-established.

Delays

Being slow or late is the denotation of a “delay,” but the common connotation is that a delay is unnatural, occurring as a result of some external action. Thus, using “delay” to describe the expected pace of an event incorrectly associates it with intention or interference.

🚩Tip: Try these instead.
  • Election results on track for longer counting process
  • Mail-in voting means longer ballot count
  • Expect slower pace for election results

Precincts reporting

Considering the expectations for increased mail-in voting, the number of precincts reporting — a typical and well-understood gauge for how “final” results are — is unlikely to be accurate or helpful in understanding how far the ballot count has to go. Use this phrase sparingly, and not without explanation for mail-in caveats.

“Poll:” 

If an election poll (or any poll, for that matter) truly needs its own headline, that headline should always start with “Poll:” and ideally “X Source Poll:” (as in “CNN Poll: Purple Party ahead”) to reinforce that the information which follows comes from a poll and is not a certainty. See more on polls and predictions.

Most voters don't see Trump and Biden as mentally fit to be president, ... A 51% majority in a poll of six swing states said Trump is mentally unfit to be president, while 52% said the same of Biden.
In the left social snippet from CNBC the word “poll” is cut off in the headline and left to the subheading…
Poll: Support for BLM levels off, no broad boost for Trump after Kenosha
…whereas The Capital Times headline, right, includes “Poll:” first, ensuring it will always appear in social snippets.

Undecided voters

Explain to your audience how your publication defines undecided voters when reporting in the aggregate and what definitions are being used when referencing polling (whether results are based on voting patterns or self-identification, etc.). Research shows “undecided voters” are not necessarily independent, moderate or non-partisan, though framing may assume them to be.

Voter fraud

Knowing what we know about the realities of voter fraud (that it is much less common than those who fear monger about it say it is), the phrase should be used carefully and within this context. General comments from public figures about fear of voter fraud should never stand alone in a headline.

Voting twice

The phrase “voting twice” does not accurately represent either purposeful, illegal voting OR the process of using provisional ballots in case one’s mail-in ballot goes uncounted. Either case should be specified instead. If public figures encourage “voting twice,” they encourage voter fraud, and it should be stated as such.

Voting Twice? Trump creates a new headache for election officials. They say he is sowing confusion about systems that already have robust checks against fraud.
This New York Times headline from September exemplifies how the more ambiguous phrase “voting twice” is allowed to stand in for the encouragement of voter fraud.

Without evidence

This phrase, often used to denote a false or misleading statement made by a public figure, is only appropriate when no evidence both for and against the statement exists. If evidence exists that refutes their statement, then “without evidence” is inappropriate because it assumes the truth is unknowable. If one speaks without evidence to support their claims when refutations exist, “against evidence” may be more appropriate.

Without evidence, former Sen. Heller claims Nevada's mail-in voting law will lead to fraud
This Reno Gazette Journal headline from August later explains evidence against Heller’s claims. Perhaps “against evidence” would have been more appropriate.