MARK WILKINSON: If you talk about something a certain way for enough time over a sustained period of time then it will likely affect the way people perceive that issue, right? So if something is framed in a certain way over a sustained period of time, you always hear the same words for something, then eventually it frames the way you think about it.

HZ: In this case, he’s been studying the use and framing of the word ‘bisexual’.

MARK WILKINSON: I think bisexual - the word bisexual, and the people as well - the word has had a really rough go of it.