POLITICAL CORRECTNESS IN MEDIA DISCOURSE

Using a case study approach, this article explores the phenomenon of political correctness from the point of view of its implementation in the UK and US media discourse. After a brief discussion of the history and definition of the term PC, the article describes the very concept of political correctness, its effectiveness, as well as its methods into various spheres of society. Based on articles by British and American media (2015–2021) modern trends in political correctness have been studied and systematized. Considerable attention is paid to the analysis of politically correct language units used to prevent different forms of discrimination: physical and mental disabilities, racial discrimination, gender inequality, socio-political discrimination. The analysis reveals that the phenomenon of politically correct language is not only linguistic, and it is important to take into consideration its cultural aspect as well. The article concludes by stating that the very concept of PC belongs to the little-developed linguistic categories, requiring the most thorough consideration.