This article examines euphemisms as a central element of contemporary communication, as they allow the speaker to take into account the social, cultural, and ethical expectations of the interlocutor. Despite the rapid development of the digital environment, direct language is often perceived as excessively harsh or emotionally burdensome. Consequently, there is an active trend toward softening expressions, which highlights the need for an in-depth analysis of euphemistic strategies. Furthermore, in the context of increasing political and informational sensitivity, euphemisms acquire a new functionality—they begin to serve as a tool for regulating public discourse. Thus, euphemization becomes not only a mechanism of interpersonal politeness but also a part of the ideological system of society.

The aim of this study is to investigate euphemisms as a complex linguistic phenomenon, to identify their structural features, communicative functions, and role in shaping social perception. We seek to reveal how euphemization specifically influences everyday, professional, and institutional interaction.

euphemism, linguistic culture, national worldview, taboo, speech ethics, translation.

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