Economic Buzzwords and Political Correctness.

      Аннотация: The book attempts to analyze the rise and use of a new vocabulary (economic buzzwords) related to the new economy of the world. In this new economy, the organizational boundaries between states and firms become unclear and a new vocabulary has been conceived in order to express the changes the firms are undergoing. The new rhetoric includes buzzwords like "re-engineering", "rightsizing", "de-layering", "creative accounting", "dove", "dark pools", "income smoothing", "earned media", or "tradigital". The research is based on the conclusions of bibliographical and direct research of the literature relevant in the field, trying to emphasize the importance of strategic language when it comes to human resources management, finances, accounting or marketing. Concepts like “freedom of speech”, “politically correct language” or “non-discriminatory language” are brought to attention and analyzed focusing on their importance during periods of change and uncertainty characterizing the economic environment nowadays.

Ключевые слова: business, buzzwords, Political Correctness, Communication