Actual issues of Ukrainian linguistics: theory and practice (2016). Volume 33. P. 97-110.






Abstract. The paper focuses on the analysis of the euphemistic process in Ukrainian media. The approaches to the definition of the phenomenon of euphemism based on the concepts of domestic and foreign researchers are highlighted. The motivation of creating euphemisms in the media discourse and communicative potential of euphemistic units are analyzed. The research shows that significant impact of media on society manifested on many levels: the actual language, evaluation, conceptual, ideological and probably most clearly, communicative.  The author points out that the approach to this problem in linguistics mainly diachronic, etymological and dialectological, and focuses primarily on the causes of euphemism than to its own linguistic peculiarities. In particular, researchers focus on euphemisms associated with the original taboo. In the language of media euphemism is mitigation device, which softens the language, camouflage and concealment of negative phenomena. Euphemisms used as a means of manipulation, especially in the speeches of politicians. In the main, in our view, the task euphemisms perform other functions such as unifying, game.


Key words: euphemism, periphrasis, function, manipulative influence, mediastyle.


Information about author: Bulakh Maya Bohdanivna – postgraduate student of the department of stylistics and language communication; Institute of philology; Kyiv national Taras Shevchenko university.