| Summary: | This article discusses the issue of the relationship between euphemisms and regional phenomena. The author dwells on the definition of euphemisms and the indication of their main features, emphasizing that the main aspect in understanding euphemisms is replacing a rude or undesirable word with a softer and more appropriate one. According to the author, understanding euphemisms that are found in the speech of residents of a certain geographical area is very important for heads of administrations at various levels, employees of departments, working with the local residents, i.e. for managers who ensure the well-being of city dwellers. The notion of euphemisms is closely related to culture and social attitudes that are developed in society. It is the link between euphemisms and culture, certain stereotypes, traditions of society, systems of values, etc. that makes the existence of regional euphemisms possible. In this study, a hypothesis is put forward about the presence of euphemistic substitutions, characteristic of a certain region. As part of the research, an attempt was made to identify euphemisms characteristic of the Tula region (Russia). Examples of direct discussion of Russian-language publications made in the “Overheard in Tula” community of the VKontakte social network serve as the empirical material for the study. As a result of the analysis, it was proved that in most cases, participants in communication use euphemisms when discussing the shortcomings and problems of their region. Understanding such use of euphemisms can help city managers in their work. The research reveals which regional events most often induce the residents of the Tula region to use euphemistic substitutions. Based on the comparison of selected discourse samples and data from lexicographic sources, it is determined whether the used substitutions can be considered euphemisms. The authors come to the conclusion that it is possible to speak about the existence of the very phenomenon of regional euphemisms and that its further study is much needed as it can improve the efficiency of city managers.
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