EUPHEMISMS IN MODERN CONTEXTS

Ilyinskaya Yana Anatolyevna, Chizhikova Veronika Kirillovna

The present article reveals the meaning of the concept of "euphemism" and the prerequisites for its emergence, the multidimensionality of the phenomenon of euphemism is discussed. Also, the study contains a historical reference to the nuances of the use of euphemisms at different stages of social development. The aim of the work is to consider the peculiarities of euphemisms in modern contexts on the material of different social discourses (mass media and advertising, politics, cinematography), to study how these linguistic means can shape the public opinion and how the information is perceived. The conclusion highlights the reasons for the use of euphemisms in each of the considered contexts. The relevance of the topic is marked by the frequency of the use of euphemisms in modern times. Summarising the material considered, the authors conclude that in different modern contexts euphemisms are used for different purposes: from political correctness to a means of speech manipulation.

Keywords:euphemisms, euphemia, linguopragmatics, political correctness, speech manipulation, mass media, advertising, political discourse, cinema, social discourses.