In today’s environment dominated by social media, new terminology can spread like wildfire and find quick and broad acceptance until its use becomes standard. Sometimes, the breakneck pace of linguistic innovation can lead to many of these new words and phrases being used with no regard for whether or not they are problematic or insensitive.

Sanewashing is one such term that has risen to prominence. Sanewashing refers to when someone—such as a media commentator, newspaper, etc—is perceived to be downplaying radical aspects of someone else’s words, ideas, or actions in order to make them seem more sane, so to speak. The individual being “sanewashed” is usually a public figure.

Sanewashing is similar to gaslighting, according to Stephanie Wijkstrom, MS, LPC, CEO and Founder of Counselling and Wellness Center of Pittsburgh, who notes that historically this may also have been referred to as propaganda. Essentially, these are methods of manipulating how the general public is exposed to certain events.

What’s Wrong With Using “Sanewashing”?

So, what’s the problem with sanewashing as a term? Those who use it may be well-meaning. and trying to defend their principles, after all.

In short, the term clumsily and casually puts mental health at the center of conversations where it often doesn’t belong, stigmatizing people with mental health issues in the process.

Placing certain words or actions within the sane/insane dichotomy puts others in a position to be labeled sane or insane depending on whether or not they agree or disagree. That dichotomy is already problematic as is, given that describing people as crazy or insane is not a sensitive approach to talking about mental illness in the first place.

Most of the time, when someone uses the term sanewashing, sanity or insanity are simply not actually part of the issue at hand. At least not by any accepted clinical mental health standard as laid out in the DSM, for example.

Sane Versus Insane

Perhaps the biggest critique of sanewashing as a term is that it is a form of casual ableism—discrimination or bias against someone because of their disability. Activists and advocates liken it to the casual use of the words sane and insane to describe actions that may well have very little to do with someone’s mental state.

There is a long and unfortunate history of using words tied to identity (sexual orientation, for example) as a way to describe something bad or objectionable. Sanewashing can fall into this category.

Wijkstrom says that while terms like sanewashing can be helpful in identifying particular biases in the media, it’s also important to keep in mind that stigma can be reinforced when the term is used flippantly.

“It’s a bit of a pain point to me whenever I see poor behavior being chalked up to a mental health disorder…because there’s evil in the world, too. And evil doesn’t have a space in the mental health arena, it just is evil. It is important to use the appropriate label,” she says.

“Sanewashing, similar to brainwashing and similar to gaslighting, it’s looking at people and trying to make them conform to whatever they feel like the norm is. And even in the mental health field, we try to stay away from that term, ‘what’s normal,'” says Dr. Patricia Dixon, a therapist. “Because what’s normal to one person might not be to another… It becomes this question: what really is sanity? And that might be what becomes somewhat offensive to people.”

How the Term ‘Sanewashing’ Can Affect the General Public

Regardless of who the target of a term like “sanewashing” may be, others are always listening, watching, absorbing, and sharing the message. Intended or not, individuals with mental health issues may feel like they are being targeted.

“People who hold mental health diagnoses are not any more likely to to commit crimes or to harm other people. In fact, people who hold a mental health disorder are more likely to be victimized by others. So, whenever we’re using those labels to try to say otherwise, it perpetuates further stigma.”

Dixon says that the overwhelm of social media can lead to a shift in thought process that makes a term like sanewashing or gaslighting easy to grab onto. That is part of why she suggests finding ways to break from our reliance on social media, and why it’s always important to consider the words you use in any situation.

Final Thoughts

You don’t need us to tell you that words have power. However, words like sanewashing can have an outsized effect on those already struggling with their mental health. The modern media environment, especially social media, are not the best place for nuance, but finding ways to use terms accurately and specifically (or not at all) can help reduce stigma and harm directed at marginalized people, including those with mental health disabilities.