My normal reaction to stories like this is to see them as part of a right wing agenda which seeks to discredit any attempt to get peopel to look at the language they use and how it might offend others. "Common sense" ideas about "PC gone mad" are put forward, but really they're just reactionary ramblings that see any attempt to remove racist or sexist language as part of some weird communist plot. But is that all that's going on in this case?
Another element to this story is the issue of dialect and identity. As one council worker puts it, "It's like they are trying to kill the Geordie language. It's totally bloody crackers". This point is developed later in the article: