This chapter examines the mechanisms through which political correctness (PC) manifests and proliferates within academia, emphasising the roles of academics and university administrators. Utilising public choice theory, it explores how ideological biases, institutional dynamics and self-interested behaviours contribute to the establishment and perpetuation of PC norms. The analysis is structured around four domains: academic research, curricula, affirmative action policies and speech codes. It highlights the interplay between ideological commitments to equality and liberty and the strategic use of PC to secure institutional and professional advantages. The chapter underscores the necessity of understanding the motivations and methods of key university agents to address the broader implications of PC on academic freedom, intellectual diversity and institutional integrity.