This chapter addresses realizations of impoliteness in written discourse thematizing language and identity in Croatian and Montenegrin media (online and print newspapers, and internet forums) from 2010 to 2011. The main participants in this discourse include well-known intellectuals, journalists, and editors. They all defend or attack a particular position in discussing, among other things, “how similar ‘our’ language (Croatian/Montenegrin) is to ‘their’ language” (Serbian), and “what makes this language (Croatian/Montenegrin) a distinctive and independent entity.” They clearly position themselves in relation to the other. In other words, they are engaged in identity work. Because their positioning of the self and the other involves negative identity-ascribing practices, our understanding of impoliteness is linked to the notion of identity. Moreover, we connect the concept of impoliteness with power and emotions.