EUPHEMISMS AND THE PROCESS OF EUPHEMISATION IN THE MODERN INFORMATION AND COMMUNICATION MEDIA ENVIRONMENT AS A DETERMINANT OF THE FUNCTIONING OF YOUTH'S POSITIVE COMMUNICATION CULTURE

Ayvazyan Oksana O., Gulyaeva Tatyana Yu.

The article examines the principles of using euphemisms and the process of euphemization in the modern information and communication media space as key factors in the formation of a positive communicative culture among young people. The authors consider the concept of "euphemism", which describes a linguistic phenomenon that makes it possible to avoid direct statements on topics that are considered uncomfortable for discussion in society. The paper presents an analysis of various domestic and modern scientific research on the problem of studying the phenomenon of euphemization. This article analyzes the research carried out in Russia in recent decades, which focuses on the study of the phenomenon of euphemization. This analysis examines the principles of the euphemization process, which allow for a deeper understanding of the mechanisms and functions of euphemistic strategies in the modern information and communication media environment. Special attention is paid to the dynamics of the development of euphemistic practices in the context of socio-cultural changes, as well as their role in the formation of communicative competence and culture of native speakers. The study demonstrates practical examples of the use of euphemisms in speech, with an emphasis on their role in mitigating negative connotations and creating a more acceptable communicative context. In conclusion, that euphemism serve as a tool of politeness, political correctness and diplomacy, which is especially valuable in the media space and public communications as a mechanism for the formation of a positive communicative culture among young people.

Keywords:euphemisms, information and communication space, media environment, communicative culture, youth