EUPHEMISMS IN POLITICS: FROM RHETORICAL FORMULAS TO THE TECHNOLOGY OF INFLUENCING PUBLIC CONSCIOUSNESS

Abstract

This study is devoted to the phenomenon of euphemisms in political discourse as a crucial tool for linguistic manipulation and shaping public consciousness. Euphemisms in politics perform complex functions of softening, substituting, and recoding ideological messages, enabling covert legitimization of ambiguous or contentious phenomena, reducing social resistance, and creating a more acceptable image of events. The paper analyzes the current state of research in Ukrainian and Western linguistics, encompassing theoretical approaches to euphemistic strategies, their semantic and pragmatic functions, as well as their role in constructing political imagery and shaping public opinion. Special attention is given to the context of the ongoing Ukrainian war and the informational challenges of the 21st century, where euphemisms acquire new, sometimes paradoxical meanings, serving as instruments of mobilization, disinformation, or masking harsh realities. The study also explores transformations of euphemistic devices in the digital space, particularly their adaptation to social media formats, short messaging, and multimedia platforms, which influence how political information is perceived by citizens. Key trends, challenges, and prospects for further interdisciplinary research combining linguistics, political communication, cognitive science, media studies, and psychology are outlined. The review is based on an analysis of key works by Ukrainian and foreign scholars, providing a comprehensive understanding of the functions and significance of political euphemisms in modern information society.