LINGUISTIC PECULIARITIES OF EUPHEMISMS IN MEDIA DISCOURSE

Abstract

Nowadays particular attention is paid to media discourse. In this research most
actual emotional and estimated qualification of euphemisms is represented. The
analysis of euphemisms in the text of the newspaper realizes itself on the level of the
media discourse. The aim of this article is to identify euphemisms used in the English
and Georgian newspapers. The article deals with the semantic, structural and pragmatic
peculiarities of euphemisms. To reveal peculiarities of the English and Georgian
euphemisms, they are analyzed according to the lingua-cultural approach and
consequently are classified according to their semantic and pragmatic features. The use
of this stylistic device in the discourse is dictated by social conventions to seek
refinement in the unacceptable form, to follow the rules of the moral and ethical
standards accepted in the society, for the purpose of avoiding of "the communicative
conflicts," and also with the purpose to veil some socially unacceptable and
unattractive phenomena of reality.