Dakota Beacon

Americans possess a language rich in metaphors and similes as well as filled with euphemisms. Consciously or unconsciously we play and toy and have fun with language. We can evade coyly and speak obliquely.

What ever happened to straight talk? Why not “tell it like it is?” The art of the euphemism is never having to call a spade a spade. That is the casual definition. The etymology of the word tells us that the word derived from the Greek in two parts. “Eu” means “good” and “pheme” means “speaking.”

Euphemisms are the words applied to the evasive use of language. A euphemism may be defined as the act of substituting a mild, indirect, or vague term for one considered harsh, blunt, or offensive.

Euphemisms help express an idea tactfully. It may replace a taboo or uncouth expression with another less coarse term. Euphemisms make a harsh reality appear natural or normal.

Without making too fine a point, euphemisms free us from vulgarity and rudeness when expressing sexual matters and bodily functions. People “make love,” politely refer to “private parts” and “go to the toilet.” The same holds true for death, war and disability. Euphemisms perform a good function in that they sanitize language by toning down verbal communication allowing for offensive things which people need to mention or speak about.

On the other hand, there are objections to the use of euphemisms when employed to deceive people. In this regard, euphemisms may be used to hide otherwise simple and straightforward words. Political strategy and government and bureaucratic policies can be particularly deceptive when couched in euphemisms.

If “senior citizen” refers to an older person, should we use “junior citizen” to identify a younger person?

Someone doesn’t just die. They “pass away.”

An illicit drug is no longer dope. It is an “illegal substance.” A person using an “illegal substance” is not an addict. That person is a “substance abuser.”

Euphemisms may be pretentious when pandering to fragile sensibilities. This is especially true in the verbiage of political correctness. We use the term “Black-American” but seldom, if ever, use the term “White-American” or “Red American.” And wouldn’t “Native-American” pertain to anyone born in America regardless of race? Otherwise, to which country might they be native? The euphemism for this genre of euphemisms might reasonably be “hyphenated-Americans.”

Beggars and panhandlers become “the homeless.” An “adult movie” is a pornographic film.  An “undocumented worker” is an illegal immigrant. A used or second-hand car is “pre-owned.”

The euphemism is the language of appeal, of nuance, of delicate phrasing. Salesmen (“product representatives?”) and advertisers adroitly manipulate language to influence prospective buyers.

In a similar category are propagandists who try to rouse their target audience with vivid, emotional and suggestive words. They raise the use of euphemisms to an art form.

Euphemisms become cynical when used to cover or conceal the misappropriation of funds, illegal behavior and unethical activities. Companies don’t fire people. They “let them go” or place them on “administrative leave.” Nor do companies engage in layoffs. Rather, they “downsize” or conduct “involuntary separations.”

Politicians employ euphemisms in the “gentle sell” to sway their audience and to endear them to voters. Consider the “Affordable Care Act.” Federal, state and local governments give euphemisms a bad name when they use language to obfuscate. As master craftsmen of euphemisms, government agencies tend to grind out verbal inversions of exquisite quality.

The term “Internal Revenue Service” makes no reference to tax gathering. The Department of Education does not educate. The previous designation of War Department is now the Department of Defense.

We refer to soldiers sent into combat as “peacekeepers.” An intercontinental ballistic missile bears the same name -- Peacekeeper.  And the United Nations is anything but united.

Since World War I we have progressed from “shell shock” to “combat fatigue” (WW II) to the contemporary phrase “post traumatic stress disorder” (PTSD). They generally mean the same thing.

English is a rich and versatile language. Recognizing euphemisms can be fun. Understanding euphemisms may protect us from deceit.

Dennis M. Patrick can be contacted at P. O. Box 337, Stanley, ND 58784 or (JavaScript must be enabled to view this email address)