An inventory of political correctness in the sense of an intralingually orientated translation movement - as seen in the example of current public relations work within Turkey

It is undisputed that with the globalization of the world, the spread of the constantly changing lifestyles, new dynamics have started to emerge and these dynamics are reflected in the spirit of languages over time and they demand their own consistency. Not unexpectedly, concerning this issue new language regulations and censorship are constantly applied and forced to which social conditions must also adapt themselves and sometimes subordinate. Political correctness, which is the primary subject of this article, is a term used to describe expressions, thoughts and practices in order to avoid offending people having different languages, religions, cultures and genders but help them assimilate just as the diverse lifestyles demand from traditional linguistic societies. Entirely in this sense of highly demanded political correctness, a trendy feminist-oriented intralingual translation movement can be seen in the modern Turkish-speaking areas, which is being energetically pushed forward, in particular by gender studies and women's rights activists and representatives, but also by the queer scene, and almost in a positive sense is even propagated on the consumer market. Therefore, the aim of this study is not to trace the theories of political correctness and feminism or to discuss the public debate about their advantages and disadvantages, but rather to attempt to create an collection of the modern feminist-oriented intralingual translation movement using the example of domestic Turkiye public relations work in the consumer market, the obvious starting point of which is to create a kind of positive awareness of politically correct language from a feminist perspective and to reveal stereotypes, prejudices and social inequalities in order to be able to eliminate them. In accordance with this aim, the developments in Turkiye public relations will be examined in the form of chains of euphemisms and significance of these subjects in terms of translation studies will be presented using a few feminist-based case studies in order to shed light on its consequences and significance for the German-Turkiye translation market.