The Language of Tolerance and the Problem of Non-Ecological Elements in Mass Media

Tolerance and political correctness as social regulatives also extend to the field of lingual standards in mass media. The application of the concept of tolerance to linguistic normativity (The application of the concept of tolerance to linguistic normativity seem to be undertaken for the first time by L.P. Krysin) has received wide resonance and it has been reflected in grammatical descriptions and lexicography. The article attempts to analyze the phenomenon of tolerance in relation to the lexical, grammatical and ethical-linguistic standards of the modern Russian language, as well as to investigate the correlation of the concepts of “tolerance” and “linguoecology”. The analysis of media discourse with the identification of the linguoecological essence of its fragments is carried out; the possibility of interpreting the role of linguistic substandard units in mass media based on the ideas of tolerance and political correctness is discussed. Media discourse is rightly considered to be a generalized model of the national language used by the majority of people. Using the methods of sociolinguistic and linguopragmatic analysis, the authors have studied the correlation of the concepts of language tolerance, linguoecology, substandard and normativity.