Negotiating gender-fair language on YouTube: A micro approach to studying normative linguistic behaviour.

The article investigates how gender-fair language is negotiated within YouTube communities discussing sustainable period products, a discourse traditionally framed by cisgender norms. Analyzing ten English-language vlog-style videos and 25,125 comments, the study finds that when content creators use gender-neutral or explicitly gender-fair language, trans and non-binary individuals are more likely to participate openly in the comment sections, sharing personal experiences and fostering inclusivity. Conversely, videos employing cisgendered language tend to elicit fewer contributions from gender minorities and more resistance to gender-fair language, sometimes accompanied by transphobic remarks. The findings highlight grassroots linguistic activism in digital spaces, where community norms and shared values influence language use and inclusion, and underscore the role of everyday interactions in shaping evolving linguistic practices around gender inclusivity.