IDENTIFICATION OF THE MOST PRODUCTIVE WAYS TO NEUTRALIZE DISCRIMINATORY LABELED LEXICAL UNITS IN ACCORDANCE WITH THE PRINCIPLE OF POLITICAL CORRECTNESS IN MEDIA DISCOURSE

Abstract

Statement of the problem. The purpose of the study is the search of the most productive tool for neutralizing discriminatively marked lexical means according to the principle of political correctness in media discourse. The linguopragmatics of neutralized discriminative marked lexical means allows the eliminating the discriminative effect and significantly increases the chances of successful communication. Results. The research material is represented by the Internet foreign media texts. We analyzed them through critical discourse analysis. According to the results of the analysis of 107 media texts containing discriminative lexical means of nominative areas "Racial (national) identity" and "Gender identity" we define the main tools of neutralization. They are euphemization, reduction of stigmatic terms and exclusion of invectives. Conclusion. According to the research results, the authors conclude that euphemization is the most productive instrument of neutralization of the discriminative lexical means in nominative areas of "Race (national) identity" and "Gender identity". Neutralization by euphemization in compliance with the principle of political correctness enables communicants not only to avoid the use of discriminative lexical means, but also can make communication more effective.