euphemisering

Euphemisering, or euphemization, is the linguistic practice of replacing a blunt, taboo, or stigmatized term with a milder expression to reduce negative affect, preserve social face, or conform to norms. The term is related to the English euphemism and appears in languages such as Danish and Norwegian as a root plus a suffix indicating a process, for example -isering.

Functions: Euphemisms address sensitive topics such as death, sex, bodily functions, disability, and crime; soften blame or responsibility; present events in a neutral or favorable light; and align communication with organizational, media, or political discourse. The practice relates to politeness theory and face-saving strategies.

Mechanisms and examples: Euphemisms can be periphrastic (circumlocutory) expressions, direct replacements, or reframings. Examples include 'passed away' for 'died', 'downsizing' or 'restructuring' for 'layoffs', 'collateral damage' for civilian casualties, and 'privacy concerns' for surveillance. In everyday speech, euphemisms often accompany hedges and indirect requests.

Criticism and limitations: Critics argue that euphemizing can obscure truth, delay accountability, or mislead audiences by masking severity or intent. Some scholars distinguish euphemisms from dysphemisms (which deliberately harshen terms). The use of euphemism varies by culture, context, and power relations, and can both facilitate communication and hinder clear understanding.

See also: Euphemism, Politeness theory, Face-saving, Framing, Language and politics.