“The wording was incorrect”: why the launch of the Belarusian-language version of Doberman Media sparked debate and how we’re fixing it

In July and August 2026, an independent digital publication Doberman Media launched multilingual versions, including one in Belarusian (doberman.media/by). The launch of a new Belarusian-language media outlet understandably attracted the community's attention, but the wording accompanying the release sparked a heated and justified discussion on social media. It was pointed out to us that Belarusian-language queer media had existed long before us and continues to exist today.

Мы написали в новости, что мы “первое гей-медиа на белорусском языке”. Мы не использовали слово “квир”. Мы подчеркиваем, что позиционируемся именно как мужское медиа для геев, бисексуалов, мужчин, практикующих секс с мужчинами и транс-парней.

Doberman Media признаёт ошибку в формулировках и поднимаем исторический контекст белорусского ЛГБТК+-инфополя, чтобы расставить все точки над «i». При этом отметим, что мы, называя себя “первыми” имели ввиду, что мы “первое мужское гей-медиа полностью на белоруском языке”.

What happened, and why was the wording incorrect?

After the Belarusian-language version was announced, activists rightly pointed out that the Belarusian queer movement has a rich, albeit complex, history of media and self-publishing. The initial emphasis in our materials was worded incorrectly and created the impression that Doberman Media erases the many years of work done by those who came before us.

We acknowledge that this was a mistake. The historical contribution of Belarusian queer projects is undeniable, and important initiatives and media outlets were operating in the Belarusian information space long before us:

• Lambda Forum (1998) — the first print magazine on LGBTQ+ rights in Belarus.
• Gay.by (1990s–2000s) — one of the first and leading online information portals for the gay community.
• Taboo (2005–2008) — an independent print magazine for gay men.
• Jáhada (2011–2014) — an online resource with useful materials for the queer community.
• MAKEOUT (2014–2020) — a landmark Belarusian online magazine about gender and sexuality.
• As well as contemporary initiatives and projects such as TG House, Gpress.info, DazHip Media and LGBTQ+ House.

The community's response was entirely justified. Given the traumatic experiences, the destruction of activist infrastructure within the country, and the sensitivity to any displays of arrogance by projects that are external to or not directly connected with the local context, such wording comes across as hurtful and disrespectful.

What makes our project unique, and what is changing?

We are revising the original wording in our materials and press releases. Doberman Media does not claim to be the pioneer of the entire Belarusian-language queer movement.

Our actual niche is different:

1. A narrow focus on men's issues. We are the first specialized men's queer magazine to publish regularly in Belarusian. Most previous major media outlets (such as MAKEOUT) had a broader, intersectional, and gender-neutral focus.
2. Technological scale. The project is integrated into a modern multilingual digital network with automation and new distribution channels.

Why is this conversation important?

Any new Belarusian-language media outlet created amid ongoing repression expands our shared space of freedom. But such expansion is impossible without honoring those who paved the way for us under far more difficult circumstances.

Editorial Staff Doberman Media apologizes for the inappropriate wording. We continue to work in Belarusian (doberman.media/by), with deep respect for the history of the Belarusian queer community and its media.

The wording in our media outlet will be corrected in the coming days following this publication.