This chapter explains discourse analytical and linguistic approach to the study of the linguistic norm. According to this theoretical viewpoint, the standard is seen as the factual linguistic result obtained by means of an evaluative discourse regarding language use. Discourse linguistics tries to uncover the hidden mechanisms of power and persuasion by which certain agents (persons, institutions) manage to impose their linguistic ideology on the speech community. Hence, there are many points of contact between discourse linguistics and sociolinguistics, language planning theory and the history of linguistic thought.