In this article, we document the gender of the noun “COVID-19” in a database of more than 76,000 tweets and in traditional media (approximately 500,000 articles) in French as spoken in Africa, (North) America and Europe. We find that North American media comply near-categorically with the recommendations of the feminine by the World Health Organization and local linguistic authorities in March 2020. The majority of North American tweets follow suit soon after. The African data show an increase of articles and tweets adopting the feminine after the Académie française's recommendation in May 2020. Finally, the feminine is negligible in the European data. We argue that among the factors at play are dialect-specific differences in French gender and loanword adaptation; the complex relationship among linguistic authorities, the public, and local media; and the relative delay in the Académie française's recommendation of the feminine.

Communicating archaeology from one person or group to another is beset with problems. The media, the public and students all have different requirements, while the language in which they are addressed – both the spoken language and the intellectual framework or discourse – can act as a disincentive to understanding. Big changes are in store for archaeologists and for other members of the academic community as electronic publication takes over from traditional methods of dissemination such as the printed book. Archaeologists must be prepared for these changes, and should endeavour to put their findings across in a way that interests and stimulates their audience.