Synchronic Language Change

Synchronic Language Change

Political Correctness

Political correctness is the avoidance of using language or forms of expression that excludes, marginalizes, or insults groups of people who are socially disadvantaged or discriminated against.


http://www.economist.com/style-guide/political-correctness: 'Coloured' is deemed as offensive in some cultures but is commonly used in South Africa for people of mixed race.


It is important in business and marketing not to insult or offend your audience or potential consumers; this can be linked to influential power and Fairclough's synthetic personalisation by using the language to address them specifically.


http://www.virginia.edu/woodson/courses/aas102%20%28spring%2001%29/articles/names/dubois.htm: Names are not merely matters of thought and reason; they are growths and habits. Some people are against the idea of political correctness as they believe that changing the word of something will not change the attitudes of it. For example in this text the writer says that if people are racist towards black people, calling them 'African' or 'coloured' instead of 'negroes' will not affect or change their attitudes towards them.


This can be linked to how words become offensive because they have 'pejorated' over time. e.g. 'gay' and 'spastic'.

Crystal Mark

Crystal Mark is a seal of approval to say a document is clearly written. Many businesses use it to ensure they are providing clear and reliable information.