DESTRUCTIVE POLITICAL CORRECTNESS AS A COMMUNICATIVE PHENOMENON: A REVIEW OF THE MAIN PROVISIONS

Karasik V.I.

State Institute of Russian Language named after. A.S. Pushkin
Moscow, Russia
e-mail: vkarasik@yandex.ru

One of the significant characteristics of the modern era is political correctness – the deliberate replacement of those nominations that can be understood as infringing on the rights of certain representatives of society with neutral designations. Such a substitution is dictated by the desire to achieve equality in the positioning of different individuals, social groups and to eliminate the possibility of causing them moral harm. This is most clearly manifested in relation to women, the elderly, representatives of racial and national minorities, as well as persons with non-standard sexual orientation. The understanding of political correctness attracts the attention of many researchers: Vashurina E.A., Ionin L.G., Kozhemyakina V.A., Leontovich O.A., Palazhchenko M.Yu., Panin V.V., Rovinskaya T.L., Savvateeva L.V., Ter-Minasova S.G., Shemshurenko O.V., Shlyakhtina E.V. [3; 8; 13; 14; 18; 19; 21; 23; 25; 29; 30]. This issue is actively discussed in journalism [5].

In linguistic terms, the main instrument of political correctness is considered to be the use of euphemisms – those lexical and phraseological units that replace rude, obscene and taboo words and expressions; in this case, the participants in the communication clearly understand the implied designations and strive to maintain decency. Typically, designations of stigmatized phenomena, physical functions, behavioral deviations, dangers, etc. are taboo [1; 2; 4; 7; 9; 10; 12; 15; 16; 17; 20; 22; 24; 26; 27; 28].

At the same time, it should be noted that it would be an oversimplification to consider the relationship between political correctness and euphemism as a correlation of content and form: political correctness is expressed not only by euphemisms, manifesting itself in different types of communicative behavior, and euphemisms, in turn, are meaningfully related to different communicative situations and types of behavior, including politeness, softening (mitigation), regulation of the distance between participants in communication, etc. At the same time, political correctness is contrasted
anti-politically correct and pseudo-politically correct behavior, and euphemization contrasts with dysphemization.

The work is based on the assumption that political correctness can be constructive and destructive; there are different ways in which destructive political correctness manifests itself, and such ways can be objectively identified and characterized. Examples from the dictionary of political quotations (English) were used as material. Oxford Dictionary of Political Quotations) and texts from mass media posted on the Internet.

In social terms, political correctness represents the overcoming of inequality, particularly that between women and men. In patriarchal societies, women were expected to be subordinate to men, a position enshrined in legal norms and the traditions of collective consciousness. Feminists' active struggle for women's rights led to the elimination of unfair restrictions and prejudiced opinions. At the same time, traditional consciousness is known to be quite inert, and therefore, in folklore, including modern urban folklore, women are often portrayed in unflattering ways in jokes, particularly in relation to men.

The mass media became the primary tool for influencing public consciousness and eliminating social inequality. Thus, advocates for racial equality in the United States actively promoted positive images of Black citizens, demonstrated their high moral qualities, and opened up opportunities for them to obtain higher education and pursue prestigious professions.

The relationship between rights and attitudes between the majority and the minority has been and will remain dynamic. The following stages of this relationship can be identified: 1) the initial inequality of the minority and the infringement of the rights of its representatives; 2) the struggle of minority representatives for their rights, with representatives of the majority often siding with the minority, defending the humiliated and oppressed.,
3) the consolidation of legal equality for representatives of all social groups; 4) the gradual achievement of equality for all in the public consciousness; 5) the demonstrative emphasis on the role of representatives of minority groups in society with the goal of changing traditional social attitudes and norms. The final stage of this state of affairs is expressed in various ways in social practice and, in some cases, can be classified as a destructive type of communicative behavior.

The discussion of politically correct modes of communication has become a landmark in the West, particularly in the English- and German-speaking world. Lists of politically correct words to be used in political discourse have appeared. This has particularly affected the gender sphere of language. It has been proposed to replace traditional words with morphemes—man (translated from English - man/person) and -wife (translation from English - wife) into new units, for example, athlete (English. sportsman), housewife (English). housewife), sports fan (eng. sports lover), keeper of the hearth (English. home keeper). The changes also affected grammar, instead of third person singular pronouns (English. he, she) began to use the plural (English). they). Dual forms with a feminine suffix in parentheses have appeared in German. Attempts to introduce similar linguistic formations (feminitives) have also intensified in Russian (words like "авторка" [author/ ...

Politically correct grammar includes gender designations but goes beyond them. The following substitutions are illustrative.

Gender: housewife. housewife) – home technologist (English. domestic engineer); husband (English). husband) / wife (English). wife) – partner (English). partner); chairman (English). chairman, with an implicit indication of the male gender) - chairman (English. chairperson, gender-neutral term); postman (English. postman) - postal employee (English). mail carrier); firefighter (English). fireman) – fire service worker (English). firefighter); stewardess (English). stewardess) - flight attendant (English). flight attendant). The idea of gender-neutral designation is being introduced, which, in particular, was manifested in proposals to replace traditional words with morphemes -man (translated from English, -person/-man) and -wife (translated from English)., -wife) into new units.

Economic sphere: homeless (eng. homeless) - an open-air city dweller (English. outdoor urban dweller); poor (English). poor) – economically marginalized (English. economically marginalized); immigrant (English). immigrant) - newcomer (English). newcomer); slums (English). slum area) - an area experiencing economic hardship (English. economically deprived area); tramp (English). tramp) – a person without a fixed abode (English). homeless person); unemployed (English). unemployed) – economically inactive (English). economically inactive). The designation of poverty is euphemistically replaced.

Appearance, intelligence and health: crazy (eng. insane) - having difficulty perceiving reality (English. reality challenged); stupid (English). stupid) – with impaired intellectual abilities (English). intellectually impaired); uneducated (English). unschooled); thick (English). fat) - with an overly active metabolism (English). metabolic overachiever); ugly (English). coals) - visually unfavorable (eng. visually unfavorable); smelly (English). smelly) - irritating to the sense of smell (English). nasally disturbing); deaf (English). deaf) – hearing impairment (English). hearing impairment); disease (English). disease) - disorder (English). disorder). Any deviations from the norm are replaced by descriptive expressions.

Legal field: prostitute (English). prostitute) – sex worker (English). sex worker); terrorist (English). terrorist) - freedom fighter (English). freedom fighter); criminal (English). criminal) - having behavioral problems (English). behaviorally challenged); robbery (English). robbery) – redistribution of wealth (English). wealth redistribution); shoplifting (English). shoplifting) – shopping without rules (English). irregular shopping); murder (English). murder) – unauthorized termination of life (English). unauthorized termination of life) [31].

There is a paraphrasing, replacing words with negatively evaluative meanings with evaluatively neutral descriptive expressions. Such evaluatively marked designations of identical referents have been used before (compare: our scouts and enemy spies). It's worth noting that the use of politically correct terms becomes an indicator of the political orientation of the participants in the conversation: supporters of left-wing views on the political system in the English-speaking world adhere to the new designations, while their opponents, on the right side of the political spectrum, ridicule these designations. Such substitutions often produce a comical effect and are used by supporters of right-wing political views as a form of ridicule in polemics with their opponents.

Destructive communicative behavior manifests itself in both private and public communication. In private communication, this includes aggression in its various forms, demonstrations of disrespect, and violations of accepted norms of communication. In public communication, these forms of behavior are supplemented by deliberate manipulative techniques of substituting concepts and introducing new worldviews that contradict the dominant cultural norms of society. Manipulation is understood as a deliberate, two-pronged communicative action, ostensibly carried out in the interests of the recipient, but in reality driven by the initiator's desire to gain from the action. The main channels of public communication in which these manipulative techniques are manifested are political, media, and advertising discourse. It should be noted that in real-life communication, any discourse can be characterized by various situational characteristics that are closely interrelated. Modern political discourse manifests itself as a media-political discourse with a certain degree of promotional promotion of certain ideas, values, and images. Political correctness, in this regard, represents a linguistic (and more broadly, communicative) tool for influencing public opinion to shape certain attitudes and stereotypical reactions.

There are several types of destructive political correctness.

The first type includes manipulative political correctness; its essence consists of replacing the characteristics of the source and circumstances of actions aimed at ensuring the results desired by the manipulator with other characteristics that appear morally worthy and beneficial for the whole society.

A textbook example is the maxim of John Kennedy, the former President of the United States: «Ask not what your country can do for you – ask what you can do for your country»" - "Ask not what your country can do for you, ask what you can do for your country.". On the surface, this political statement emphasizes the responsibility of each citizen for the fate of their country. However, a critical interpretation of this phrase is also possible if we clarify that it is not the country itself that is meant, but the government of that country. We understand that the interests of the government and the interests of its citizens can diverge significantly.

Popular political columnists in the media are often the target of criticism. The following statement by American journalist Franklin Adams is indicative:«When the political columnists say «Every thinking man» they mean themselves, and when candidates appeal to «Every intelligent voter» they mean everybody who is going to vote for them»"When political columnists say, 'Every thinking person,' they mean themselves, and when candidates address, 'Every reasonable voter,' they mean those who are going to vote for them."«. This ironic phrase reveals the manipulative substitution of participants in the electoral process: only those who vote for candidates promoted by certain politicians are considered intelligent. Consequently, those who oppose these candidates are considered fools.

In political debate, the technique of provocative praise, followed by a refutation of the positive assessment, is often used. British Prime Minister Harold Macmillan described his opponents this way in 1961: «As usual the Liberals offer a mixture of sound and original ideas. Unfortunately, none of the sound ideas is original and none of the original ideas is sound.» – «Usually liberals offer mixture healthy и original ideas. Unfortunately, none of these sound ideas are original, and none of the original ones can be considered sound.".

The example given illustrates the linguistic-rhetorical tradition of British political discourse, in which government officials demonstrate their ability to mockingly evaluate their opponents while remaining within the framework of an outwardly respectful attitude towards them.

The second type of destructive political correctness consists of various techniques for formalizing respect for groups that have been subjected to humiliation. Formalization transforms any value-laden behavior into fiction. This is especially significant for those national and cultural communities for which sincerity, rather than adherence to ritual rules of behavior, is the priority in communication. It is generally accepted that English-speaking culture has a high degree of formal, polite signs of respect for communication partners compared to the traditions of Russian communication culture. This is true for the middle class in Britain and the United States, while people at the bottom or top of the social ladder behave more naturally and openly. It should be noted that formal expressions of respect are less common among young people, especially teenagers. The main means of expressing formal political correctness are certain gestures and etiquette phrases. Naturally, the line between formal and informal expressions of political correctness is quite blurred.

With some reservations, this type of political correctness can be attributed to the communicative behavior of police officers in the United States, who were ordered to kneel as a sign of respect for the country's Black population after the May 2020 killing of an African American by a white police officer, which sparked mass protests across the country. The phrase "Black lives" became a symbol of this behavior.
matter" – "Black lives matter.".

The third form of destructive political correctness can be characterized as the deliberate promotion of a particular lifestyle opposed to traditional worldviews. This includes the active actions of feminists and LGBTQ representatives.[1] communities, as well as supporters of certain foods. Psychologically, this behavior is a manifestation of hysteria, a morbid desire to attract attention at any cost.

An interesting note about the behavior of active feminists is worth noting:

5-tv.ru columnist Viktor Marakhovsky discusses feminism, why it can be compared to racism, and why it's worth fearing.

They want to re-educate us. A tiny, hyperactive group of feminists from St. Petersburg, supported by grants from unknown sources, has published a guide on how brave women can spot sexist monsters in the concrete jungle of the office. It's very simple.

If a man compliments a female colleague, he's a monster. Because a compliment is either harassment or devaluation. If a man doesn't ask her to move cabinets, he's also a monster. Because he doubts her physical strength. He asks a woman to organize
The party is also a monster. It means he doesn't believe in her work ethic. By the way, if a female boss promotes men over her female counterparts, she's also a monster.

And we must fight them all. Raise hell, demand, and keep them in fear. Of course, we could simply laugh and say, "It's good we're not America." But let's not forget—we're not America yet.
In America itself, just twenty years ago, the majority of the population was also driven by rabid gender warriors. Now, no one laughs anymore, because the power is on their side. Essentially, a crowd of shrieking, resentful women of all genders is keeping the once most predatory and dominating nation in fear.

What's important here is that our current system of relationships, including those between men and women, is certainly imperfect. It's easy to denounce it with vehemence. But the system that minority warriors dream of building on the ruins of the existing one is pure ideological totalitarianism, in which every aspect of life, including private life, must be regulated by some kind of eerie revolutionary sense of justice.

And where equality is defined as a long list of not some unspoken, but rather overt prohibitions for some and privileges for others. It's the same old, good racism, only in a more nuanced way. And by the way, in America, they're already thinking about cementing this new reality with new bonds and creating new mandatory rituals.

The New York Times puts it bluntly: a multitude of small and medium-sized rituals hold society together. And since we've overcome all our old rituals, let's create new ones, suited to our new, progressive society.

There's certainly plenty of scope for imagination here. A ritual for accepting an elderly transgender person as a girl. A group wedding for swingers. A repentance ceremony for straight white men before minorities across the planet. And those who cling to old, traditional rituals and refuse to embrace new ones are already being slowly punished.

So, of course, you can laugh at our gendered champions of gallantry. But you should also be a little wary of them—lest you one day wake up in their world. [32].

Thus, a type of destructive political correctness is the imposition of the values of a certain group and demonstrative ways of expressing them on the entire community.

One can identify a special type of destructive political correctness, which consists of reducing any etiquette or ritual actions to the point of absurdity with the aim of ridiculing them in a carnivalesque manner.

Political discourse, as E.I. Sheigal notes, includes three main types of euphemization: 1) recoding with the replacement of an evaluative sign, 2) a reduction in the categorical nature of the statement of fact, 3) an increase in referential uncertainty [28, p. 170]. The first type is aimed at demonstrating the intensification of the political struggle and drawing attention to the speaker. The politician balances on the edge of acceptable public behavior and thereby creates the image of an active participant in the controversy, since the essence of this discourse is the struggle with competitors. The third type of euphemization consists of blurring the features of the subject of speech. The speaker strives to make his speech incomprehensible to the audience and practices eloquent silence. Such politically correct periphrastic replacements of certain objects with designations containing zero degree of information. The second type of euphemization boils down to the neutralization of facts and their replacement with fakes. Such public behavior is an organic part of the postmodernist picture of the world. Let's consider the dynamics of how fake news is perceived in the modern media landscape. Previously, the public perceived information circulated in the mass media as reliable. Then, as official media merged with a vast number of blogs, the entertainment function of information became more prominent, and reliability ceased to be the primary indicator of the authority of an information source [11].

The creation of virtual news that is completely untrue is noteworthy. The active implementation of artificial intelligence in the media industry is leading to the emergence of pseudo-news events. The online version of the New York Times on July 21, 2025, reported on a video showing FBI agents detaining former President Barack Obama:

President Trump reposted a doctored video purporting to show former President Barack Obama being arrested in the Oval Office, as Trump administration officials continue to accuse Mr. Obama of trying to damage Mr. Trump's 2016 campaign and the president seeks to shift attention away from the Epstein case.

The short video, which appeared to be generated by artificial intelligence and was posted to TikTok before being reposted on Mr. Trump's Truth Social account on Sunday, came days after the Office of the Director of National Intelligence released another Trump administration report attempting to undermine an eight-year assessment that Russia supported Mr. Trump's election.

The video appears to consist of manipulated footage of a November 2016 Oval Office meeting between Mr. Obama, then president, and Mr. Trump, who had just days earlier defeated Hillary Clinton, the Democratic nominee, in the election.

The doctored video depicts FBI agents barging into the meeting, forcing Mr. Obama to his knees, and handcuffing him, while Mr. Trump watches smiling as the Village People's "YMCA" plays. Later, the doctored video shows Mr. Obama, wearing an orange jumpsuit, pacing in a cell. The video begins with a compilation of real footage of Democratic leaders, including Mr. Obama and former President Joseph R. Biden Jr., saying, "No one is above the law.".

(English. President Trump reposted a fake video of former President Barack Obama being arrested in the Oval Office, as Trump administration officials continue to accuse Mr. Obama of trying to harm Mr. Trump's campaign during the 2016 election, and the president seeks to redirect conversation from the Epstein files.

The short video, which appears to have been generated by artificial intelligence and posted on TikTok before being reposted on Mr. Trump's Truth Social account on Sunday, comes days after the Office of the Director of National Intelligence issued the latest in a series of reports from the Trump administration trying to undermine the eight-year-old assessment that Russia favored the election of Mr. Trump.

The video appears to be manipulated footage of an Oval Office meeting that took place in November 2016 between Mr. Obama, then the president, and Mr. Trump, who days earlier had defeated Hillary Clinton, the Democratic nominee, in the election.

The fake video purports to show FBI agents bursting into the meeting, pushing Mr. Obama into a kneeling position and putting him in handcuffs as Mr. Trump looks on smiling, while the song “YMCA” by the Village People plays. Later, the fake video shows Mr. Obama in an orange jumpsuit pacing in a cell. The start of the video shows a compilation of actual footage of Democratic leaders, including Mr. Obama and former President Joseph R. Biden Jr., saying, “no one is above the law.») [33]

Let's consider the meaning of this media influence on the public consciousness. The video sequence shows a meeting between Presidents Donald Trump and Barack Obama—this is the factual part of the content—then the former president is arrested, appearing before us in an orange prison uniform. Viewers understand that this is an entertaining fake. A popular dance song plays, and American audiences are familiar with the video of young people dancing to this music. At the end of this short campaign video, the former US presidents utter a phrase confirming Donald Trump's victory in the election. Political correctness is presented as a farce.

To summarize.

Political correctness, as adherence to certain norms of behavior aimed at recognizing the rights of others to be different and respecting members of minorities, is an undeniable achievement of a society striving to achieve social harmony. Political correctness is associated with politeness and is contrasted with behavior based on disrespect for others. The primary communicative method of expressing political correctness is euphemism, but it is also expressed through other means of demonstrating respect for representatives of other groups in society. Certain deviations from politically correct communicative behavior can be classified as destructive political correctness. Such deviations include the manipulative use of signs of respect for others, the formalization of these signs, the provocative imposition of minority priorities on society as a whole, and the carnivalesque and comical inversion of these signs.

 

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[1] The international LGBT public movement has been recognized as extremist and banned in the Russian Federation.