POLITICALLY CORRECT EUPHEMISMS AS A TOOL FOR IMPLEMENTATION OF VERBAL TOLERANCE IN RUSSIAN MASS MEDIA TEXTS

Abstract

The paper presents the results of contextual analysis of a range of politically correct euphemisms which serve as substitutes for the word poor in Russian mass media discourse. Four degrees of mitigation are determined according to the types of concepts the euphemistic devices refer to. The study of language data has shown that the words and expressions which avoid discrimination on the grounds of economic status are commonly used in Russian public communication to break negative stereotypes and demonstrate social solidarity by saving the face of others.