THE COGNITIVE NATURE OF THE EUPHEMISM PHENOMENON
Keywords:
euphemism, cognitive linguistics, conceptual models, mental processes, conceptual metaphor, metonymy, linguocultural analysis, conceptualization, discourse, cognitive framing.Abstract
This article explores the cognitive nature of the euphemism phenomenon, focusing on its conceptual models and underlying mental processes. Euphemisms are not merely stylistic devices used to soften expression; they represent complex cognitive mechanisms through which speakers conceptualize, interpret, and negotiate socially sensitive or culturally marked realities. The study analyzes how conceptual models enable speakers to replace direct or taboo expressions with indirect, socially acceptable alternatives while preserving communicative intent. Special attention is given to the role of mental processes such as conceptual mapping, inferencing, background knowledge activation, and cultural schemas in euphemistic interpretation. Euphemisms function as a bridge between language, thought, and culture, reflecting collective values, norms, and psychological strategies of avoidance or mitigation. By integrating insights from cognitive linguistics, pragmatics, and linguocultural studies, this research highlights euphemism as a dynamic cognitive phenomenon rather than a purely lexical one. The findings contribute to a deeper understanding of how language users cognitively construct meaning and manage sensitive concepts through euphemistic strategies in discourse.
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