euphemism

Euphemism is a mild or indirect word or expression used in place of one that might be considered blunt, harsh, or offensive. The term comes from the Greek eu- meaning "good" and pheme meaning "speech" or "speaking." Euphemisms are a subset of polite or tactful language and are often discussed alongside related notions such as politeness, euphemistic framing, and face-saving. They are distinct from dysphemisms, which intentionally employ negative or offensive language.

Euphemisms appear in many domains, from everyday conversation to diplomacy and media. They can be direct substitutions (replacing a blunt term with a softer one), circumlocutions (describing something indirectly), or abstracting language that minimizes detail. Common examples include "passed away" for "died," "downsizing" for "firing employees," and "collateral damage" for civilian casualties. The purpose is to reduce discomfort, avoid offending someone, or align statements with social norms or organizational rhetoric.

Functions and contexts vary. Euphemisms can protect a speaker’s credibility or maintain harmony in social interactions, facilitate sensitive topics (death, sex, excrement, crime), and soften political or corporate messaging. They can also be used strategically in media and politics to frame an issue or to obscure negative aspects. Critics argue that euphemisms can obscure truth, mislead audiences, or deflect accountability, especially in governance, business, or media. The concept of a euphemism treadmill describes how terms themselves may gain negative connotations over time, necessitating new euphemisms. Cultural and situational factors influence which terms are acceptable and how effectively they serve communicative aims.