POLITICAL CORRECTNESS

Saphir Worf Determinism: Language determines thought so if pejorative connotations they will perpetuate negative attitudes.

Boas Reflectionism: Suggests that our thoughts are reflected in language and therefore it doesn't matter of language changes are thoughts will prevail.

Miller and Swift (1980): Advocated for practical reforms to improve equality, mentioning the pronoun problem, job titles and non parallel treatment

Fairclough: Stated changing language on its own is not enough, we must change society e.g. there is no point arguing about chairman v chairperson if women are not represented on the committee.

Cameron Verbal Hygiene (1995): She believes that pc has limitations as ultimately "In the mouths of sexists, language will always be sexist" and that much of the reform is 'lip service' or cosmetic.

Pinker (2003): Euphemism treadmill - states that pc terms will in time gain pejorative connotations and will need to be replaced. Ultimately, limiting the power language has in terms of control and thought

McKinnon (1996): Links to social/ morally unacceptable v acceptable.

Aitchinson (1996): Language cannot be preserved (Crumbling Castle) and must be allowed flexibility.