Nowadays political correctness (PC) is blamed by its opponents because of a failed model of multiculturalism, an influx of migrants and the threat of terrorist acts. Obviously, a definition of tolerance given by UNESCO in 1995 has lost its meaning. In order to argue a possibility of a global ethos based on new understandings of PC, the authors refer to contemporary achievements of semiotics, hermeneutics and philosophical anthropology. We use a critical method developed in the hermeneutical tradition of P. Ricoeur, (...) J. Kristeva, Tz. Todorov and others. Criticism is directed at (1) paradoxes of postmodern philosophical attempts for justification the idea of political correctness; (2) the way of introducing new terminology, as on a language level it leads, not to inclusion, but to exclusion, of disadvantaged people because as E. Benveniste states, the third person is rather the non-person. The conclusion is that politically correct speech should be grounded on a basis which takes into account the three persons of verb conjugation. Similar philosophical and ethical ideas can be found in works of J. Kristeva, Tz. Todorov, P. Ricoeur. An example is given for how these ideas can be implemented in the fields of film and art. This is one of the possible ways of overcoming the exclusion of disadvantaged people who are only named in politically correct terms, and not as participants, in social and political dialogue. (shrink)