Linguo-cultural specificity of euphemia: applied aspect

The article is devoted to the linguacultural aspects of Euphemia from the point of view of the representation of linguistic cultural universals in the mental lexicon of a native speaker, social factorization and target contextual dominance, as well as the audience factor. It is stated, that there are certain minimally adequate conditions demanded from a lexical unit to be called a euphemism and be successfully decoded in the process of communication: denotative amelioration, semantic contensivity, information traduction. The linguocultural analysis of Euphemia manifests its double nature – a universal character and uniqueness due to national specificity and the characteristics of the national mentality, as well as social and contextual dominance.

The subject of our research is euphemism, the cognitive processes of its formation and its explication in speech activity. We consider euphemism, first of all, as a “strategy at the planning stage,” which reflects the correlation of language and cultural awareness, which is one of the elements of the scientific novelty of the approach we propose. Euphemism in our understanding is the only possible format for the design of euphemism both in internal speech and in external speech (written or oral).

The methodological significance of the properties of euphemism that we have identified, namely: denotative amelioration, semantic intensity, information tradition, confirms its empirical suitability in the context of decoding within the framework of communicative interaction in any culture, since it represents the basic aspects of the objectification of stable archetypes and their correlation with the language system.