The paper analyzes derogatory names for LGBT persons from the lexical-semantic and linguacultural aspects, with a special focus on pejoratives referring to male persons of the homosexual orientation in the Serbian language. Then, through the analysis of the public discourse about this minority group – both through the study of newspaper texts and official announcements of social actors in the media, as well as by looking at the lexical features of communication among social network users on this topic – the different levels of verbal discrimination that the LGBT persons in Serbia are exposed to are shown. The goal is to demonstrate the power of the media in creating and strengthening ideological and discriminatory attitudes in society, using the example of the expressive lexicon that is represented in public discourse and refers to members of this minority group.