The previously obscure far-left term became common currency in the lexicon of the conservative social and political challenges against progressive teaching methods and curriculum changes in the secondary schools and universities of the U.S. Policies, behavior, and speech codes that the speaker or the writer regarded as being the imposition of a liberal orthodoxy, were described and criticized as "politically correct". In May 1991, at a commencement ceremony for a graduating class of the University of Michigan, then U.S. President George H. W. Bush used the term in his speech: "The notion of political correctness has ignited controversy across the land. And although the movement arises from the laudable desire to sweep away the debris of racism and sexism and hatred, it replaces old prejudice with new ones. It declares certain topics off-limits, certain expression off-limits, even certain gestures off-limits."
After 1991, its use as a pejorative phrase became widespread amongst conservatives in the US. It became a key term encapsulating conservative concerns about the left in cultural and political debates extending beyond academia. Two articles on the topic in late 1990 in Forbes and Newsweek both used the term "thought police" in their headlines, exemplifying the tone of the new usage, but it was Dinesh D'Souza's Illiberal Education: The Politics of Race and Sex on Campus (1991) which "captured the press's imagination". These trends were at least in part a response to multiculturalism and the rise of identity politics, with movements such as feminism, gay rights movements and ethnic minority movements. That response received funding from conservative foundations and think tanks such as the John M. Olin Foundation, which funded several books such as D'Souza's.
Liberal commentators have argued that the conservatives and reactionaries who used the term did so in an effort to divert political discussion away from the substantive matters of resolving societal discrimination, such as racial, social class, gender, and legal inequality, against people whom conservatives do not consider part of the social mainstream. Jan Narveson wrote that "that phrase was born to live between scare-quotes: it suggests that the operative considerations in the area so called are merely political, steamrolling the genuine reasons of principle for which we ought to be acting...". Commenting in 2001, one such British journalist, Polly Toynbee, said "the phrase is an empty, right-wing smear, designed only to elevate its user", and in 2010 she wrote "the phrase 'political correctness' was born as a coded cover for all who still want to say Paki, spastic, or queer". Another British journalist, Will Hutton, wrote in 2001:
"Political correctness" is a label typically used to describe liberal or left-wing terms and actions but rarely used for analogous attempts to mold language and behavior on the right. Alex Nowrasteh of the Cato Institute referred to the right's own version of political correctness as "patriotic correctness".
Preliminary research published in 2020 indicated that students at a large U.S. public university generally felt instructors were open-minded and encouraged free expression of diverse viewpoints; nonetheless, most students worried about the consequences of voicing their political opinions, with "[a]nxieties about expressing political views and self-censorship ... more prevalent among students who identify as conservative".
In the US, the term has been widely used in books and journals, but in Britain the usage has been confined mainly to the popular press. Many such authors and popular-media figures, particularly on the right, have used the term to criticize what they see as bias in the media. William McGowan argues that journalists get stories wrong or ignore stories worthy of coverage, because of what McGowan perceives to be their liberal ideologies and their fear of offending minority groups. Robert Novak, in his essay "Political Correctness Has No Place in the Newsroom", used the term to blame newspapers for adopting language use policies that he thinks tend to excessively avoid the appearance of bias. He argued that political correctness in language not only destroys meaning but also demeans the people who are meant to be protected.
Authors David Sloan and Emily Hoff claim that in the US, journalists shrug off concerns about political correctness in the newsroom, equating the political correctness criticisms with the old "liberal media bias" label. According to author John Wilson, left-wing forces of "political correctness" have been blamed for unrelated censorship, with Time citing campaigns against violence on network television in the US as contributing to a "mainstream culture [that] has become cautious, sanitized, scared of its own shadow" because of "the watchful eye of the p.c. police", protests and advertiser boycotts targeting TV shows are generally organized by right-wing religious groups campaigning against violence, sex, and depictions of homosexuality on television.
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