ABSTRACT:
This study examines the relationship between political correctness and authenticity in contemporary political communication, focusing on how deviations from political correctness norms shape public perception and political polarisation. Through a comparative qualitative analysis of selected public statements and media representations of Donald Trump and Zoran Milanović, the study explores contrasting communication styles and rhetorical strategies used to construct authenticity. While political correctness promotes inclusivity and reduces overt conflict in public discourse, the analysis indicates that its perceived constraints may encourage political actors to adopt more provocative and polarising communication styles. Trump’s rhetoric is characterised by direct, emotionally charged language, whereas Milanović employs irony, sarcasm, and historical references. In different political and cultural contexts, both approaches function as strategies for visibility and authenticity-building. The findings suggest that departures from political correctness can increase public engagement but may simultaneously contribute to societal polarisation and declining trust in institutions. By situating political communication within broader debates on authenticity and responsibility, the study contributes to a deeper understanding of contemporary political discourse and its democratic implications.
KEY WORDS:
authenticity; discourse analysis; political correctness; political discourse; populist rhetoric
DOI: https://doi.org/10.34135/communicationtoday.2026.Vol.17.No.1.12