Koltunov O. Political correctness: conceptual principles and technologies.

The thesis focuses on the complex analysis of political correctness. The author has reviewed and analyzed the historiography of a theme of political correctness, existing definitions of political correctness (political doctrine, political technology, civil movement, and the satiric effect of euphemisms). The author undertakes attempt of reconstruction and the conceptual principles of political correctness. They contain the bipolar picture of society, ideal model of social mode, and the principles of relationship between a person and environment, social groups, the principles of social world perception. The technologies of political correctness, its mission, the purpose, ways and methods of realization, a condition and sphere of application are investigated and described in the thesis. The author has analyzed the conditions and the possibilities for the application of political correctness technologies as the tool of maintenance of the civil peace, the prevention and mitigation of political conflicts. The author offers an original definition of the term "political correctness".