Euphemisation of modern media (on the example of newspaper headlines)

The aim of the article is to study the intentional horizon in the process of euphemizing public speech by means of a linguistic analysis of Russian and English headlines in print media. Such phenomena are considered in studies by B.A. Larina, A.M. Katseva, and A.D. Vasilyev. They consider the features of the use of euphemisms in public speech. The headings of articles published in modern Russian and English newspapers, such as Nezavisimaya Gazeta, Vedomosti, Kommersant, Rossiyskaya Gazeta, Guardian, Workers' Vanguard, Telegraph, Washington Post were used as materials for analysis of data for 2012-2019. As a result of the study, the main features of the use of euphemisms in modern print media have been identified, a priority topic has been highlighted, which is most often euphemized and dictates the emergence of new antiphrasis expressions, the most common way of euphemism formation is indicated, and the results of a quantitative analysis on the prevalence of the used probable intentions are presented. In conclusion, it is argued that the intensive use of euphemism units in the print media leads to their popularization and penetration into widespread use, and therefore to changes in the active vocabulary of native speakers and a possible correction of public opinion. It is indicated that the number and frequency of euphemisms is directly related to the level of culture in a society, as well as to the active functioning of vocabulary in a particular language for a certain period of time. The results of the study can be used in the process of teaching such disciplines as lexicology, political linguistics, journalism, intercultural communication at universities and Russian language lessons in the sections Lexicology and Stylistics for high school students.