The article analyzes the problem of discrimination against a person or a group of persons as a social phenomenon that has a negative meaning for society, the state, and a person. It has been proven that manifestations of inequality are a complex social phenomenon subordinated to a simplified model of thinking about people with a certain individual characteristic with stereotypes, prejudice and stigmas.
Modern mass media significantly influence the perception of certain social groups. Journalistic standards require adherence to the principle of language tolerance, avoid words and expressions that contribute to the formation of negative stereotypes. In this context, the study of age names used in the media is relevant. This aspect of research on language tolerance is not in the focus of special interest of researchers, in particular, given the deep rootedness of names with pejorative semes in everyday vocabulary in various fields, so speakers do not think about the meaning of tokens.