Discriminatory Instrumentalisation of Language

Abstract

Abstract The paper focuses on the description of language used as a tool of discrimination. We understand discrimination as a relationship between two subjects when ontological and axiological certainty is violated. In this sense discriminatory instrumentalisation of language is released at the level of harmful discrimination, unequal treatment and disadvantage. Language use plays a major role in creating a discourse which establishes certain ways of thinking and speaking. The research material is based on conversation about the advertisement for Absolut vodka. The conversation was held on Facebook.