Hyeon-IK Seong

Elena Mikhailova

When we refer to taboo topics (such as disability, sex, death and so on) in a polite way, euphemism is widely used. Using euphemism changes emotional coloring of key messages. This article discusses effect of euphemistic expressions on the formation of public opinion on various social phenomena and processes, including analysis of euphemisms meaning in the process of particular social groups (national, ethnic) stigmatization. The presence of the taboo on direct expression of the distinctive characteristics of minority groups leads to a change of euphemism’s function in the formation of public opinion, giving them marked features of set of characteristics.