COGNITIVE FRAMING OF EUPHEMISMS IN POLITICAL DISCOURSE: A CONCEPTUAL METAPHOR APPROACH

Аннотация

This paper explores how euphemisms function as cognitive and rhetorical tools in political discourse, focusing particularly on the use of conceptual metaphors. Drawing on Lakoff’s theory of conceptual metaphor and the broader framework of cognitive linguistics, the study examines how politicians manipulate language to frame controversial issues such as war, immigration, and economic crises. Euphemistic language, often perceived merely as a tool for politeness or indirectness, is shown to play a far more significant role in shaping public perception, minimizing perceived damage, and justifying ideological positions. Case studies of political speeches reveal how euphemisms like "collateral damage," "enhanced interrogation," or "undocumented migrants" are underpinned by metaphorical structures that influence cognition and moral judgment. This paper argues that understanding the cognitive framing power of euphemisms is crucial for uncovering the deeper manipulative potential of political rhetoric.