Abstract
ABSTRACTThe right choice of words can have a remarkable effect on how the public views apartments, dispelling stereotypes through the use of more appropriate terminology. A leading multifamily housing organization suggests these terms be replaced with a more contemporary vocabulary:unit is replaced with apartment homecomplex is replaced by apartment communitytenant is dropped in favor of the term residentlandlord is rejected in favor of the term community managerAs the apartment industry continues to strive for and maintain a positive image, this investigation replicates an earlier study in which online news articles were reviewed for terminology considered more appropriate in the apartment industry to identify if use of appropriate terms has increased. Although the scope of articles was expanded for this study compared to the pilot study, findings showed that unfavorable terms were still being used in publications. This study has implications for the media and for the apartment industry, as well as opportunities for university classrooms and other researchers.
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