RHETORICAL FUNCTIONS OF EUPHEMISMS IN CRISIS COMMUNICATION BY POLITICAL LEADERS

Аннотация

This paper explores the strategic use of euphemisms in political leaders’ crisis communication through the lens of Aristotelian rhetoric. Euphemisms, often dismissed as mere politeness, serve powerful rhetorical functions in shaping public perception during times of national or international crises such as pandemics, wars, oreconomic downturns. By employing ethos, pathos, and logos, euphemisms are utilized to reduce public panic, deflect responsibility, and reinforce authority. The study draws from rhetorical and crisis communication theories and offers a comparative analysis of political leaders' speeches during various crises, including COVID-19, military interventions, and economic collapses. The findings suggest that euphemistic language plays a central role in constructing politically favorable narratives, often at the expense of transparency. Understanding these rhetorical choices is essential for promotingcritical publicengagement and ethical communication in governance.