Reshetarova I. The Early XXI Century Mass Media Euphemistic Means.

The first chapter deals with the theoretical aspects of euphemization. The research resulted into contrivance of "euphemism" and "dysphemism" renewed definition: euphemisms are considered to be alternative items to the direct names in direct nomination, used in order to hide the negative sides of the object, to soften the idea (that plays for better communication results), to express the camouflaged personal vision/appraisal of the facts and happenings; dysphemisms arise through the same processes as euphemisms, but they are less likely to involve "indirectness". The motives for using euphemistic means may be limited to the intention of avoiding any taboos, a desire to sound polite, an intention to disguise negative aspects of reality within some professional, social or age group, or an intention to exert a certain pragmatic influence on the addressee.