American Journal Of Philological Sciences
249
https://theusajournals.com/index.php/ajps
VOLUME
Vol.05 Issue04 2025
PAGE NO.
249-250
10.37547/ajps/Volume05Issue04-64
Lexical Strategies for Addressing Sensitive Issues in
Urdu Print Media
Nishanova Lola Axmadovna
Independent researcher, Oriental University, Uzbekistan
Received:
26 February 2025;
Accepted:
22 March 2025;
Published:
25 April 2025
Abstract:
This article examines the use of euphemisms and taboo lexicon in Urdu newspaper discourse, focusing
on how language is tactically employed to address culturally sensitive topics such as sexuality, religion, politics,
death, and violence. Through a linguistic analysis of selected newspaper texts, the study uncovers common
euphemistic expressions and lexical choices that reflect efforts to adhere to societal norms and avoid offense. It
highlights the role of indirectness, metaphor, and cultural context in shaping media language, revealing how Urdu
newspapers navigate the boundaries of appropriateness in public communication. The article contributes to the
fields of sociolinguistics and media studies by shedding light on the complex interplay between language, culture,
and the representation of taboo in Pakistani journalism.
Keywords:
Euphemism, urdu journalism, media language, cultural sensitivity, indirect language, taboo topics,
linguistic politeness, journalistic discourse.
Introduction:
Mass media-particularly the press and,
more specifically, newspapers-not only serve as a
primary conduit for information dissemination but also
play a significant role in shaping linguistic culture. In
societies deeply rooted in religious beliefs, traditions,
and cultural norms, language systems frequently
employ various stylistic devices to navigate sensitive
topics. Among these, euphemisms are especially
prevalent, used to soften expressions that might
otherwise be deemed socially or morally inappropriate.
Euphemisms enable speakers and writers to refer to
controversial or uncomfortable subjects in a culturally
acceptable manner. In contrast, the taboo lexicon
consists of words or phrases that are explicitly avoided
in public discourse due to their association with
sexuality, politics, religion, or other socially sensitive
domains.
This article offers a linguistic analysis of euphemistic
and taboo expressions found in Urdu newspaper
language. Taboo itself is a culturally driven
phenomenon that manifests across various aspects of
human interaction, including language. As noted in
numerous linguistic and anthropological studies, the
term "taboo" originates from the Tongan language of
the Polynesian islands, where it referred to sacred or
forbidden entities-items or ideas that were not only
untouchable but also unspeakable.
Australian linguists Keith Allan and Kate Burridge
categorize taboo vocabulary into several key groups:
bodies and their effluvia (sweat, snot, faeces,
menstrual fluid, etc.); the organs and acts of sex,
micturition and defecation; diseases, death and killing
(including hunting and fishing); naming, addressing,
touching and viewing persons and sacred beings,
objects and places; food gathering, preparation and
consumption. These categories reflect a society’s
underlying social, religious, and moral values, which
shape the development and use of taboo words.
Euphemisms are primarily used to express unpleasant
or negative realities in a softened form. They serve to
present sensitive issues in a way that is aesthetically,
socially, and culturally acceptable, thus preserving
decorum in public discourse.
In Urdu journalism, euphemisms serve as a vital
linguistic tool, allowing sensitive subjects to be
addressed in a culturally respectful manner. Rather
than opting for direct and potentially jarring
expressions, writers often choose softer, more socially
American Journal Of Philological Sciences
250
https://theusajournals.com/index.php/ajps
American Journal Of Philological Sciences (ISSN
–
2771-2273)
acceptable alternatives. These euphemisms are not
merely stylistic choices; they reflect broader cultural,
religious, and moral values, helping maintain social
harmony and emotional sensitivity in public discourse.
Reporting on death in the Urdu press is typically
handled with great care. Direct phrases like
گ رم
یا
(mar
gaya, “he died”) are avoided in favor of more respectful
expressions such as
ےئگ رک لاقتنا
(intiqāl kar gaye,
“
passed away
”)
or
پ وک اللہ
ی
ارا
گ وہ
یا
(Allah ko pyara ho
gaya, “became beloved to God”). These euphemisms
soften the finality of death and often reflect religious
beliefs about the afterlife. Similarly, the deceased are
respectfully referred to as
ہموحرم / موحرم
(marhoom /
marhooma), emphasizing reverence and dignity.
Political reporting in Urdu media often employs
diplomatic and indirect language to discuss
controversial issues. Rather than stating that a
government has failed (
ئگ وہ ماکان تموکح
ی
), journalists
may report that
چ وک تموکح
ی
زجنل
پرد
ی
ش
ہ
ی
ں
(“
the
government is facing challenges”). Accusations of
corruption are reworded as
لام
ی
گطباض ےب
ی
ںا
ئوہ
ی
ں
(“financial irregularities occurred”), and flawed
decisions are described as needing reconsideration
(
فی
ےلص
ناثرظن رپ
ی
ک
ی
ےہ ترورض
). This cautious language
allows criticism without overt confrontation, which is
particularly
important
in
politically
sensitive
environments.
Topics related to sexuality, menstruation, or childbirth
are often approached indirectly in Urdu media. For
example,
سنج
ی
تاقلعت
(sexual relations) may be referred
to as
تاقلعت زئاجان
(illicit relations). While such language
preserves modesty, it can also obscure the severity of
the issue and perpetuate stigmas, especially around
victims of sexual violence.
Urdu journalistic language concerning illness or
disability is generally marked by empathy and respect.
Direct labels such as
اھدنا
(blind) or
لگاپ
(mentally ill) are
replaced with more considerate expressions like
نشور
ی
مورحم ےس
(“
deprived of light
”)
or
د
غام
ی
رم
ی
ض
(“
mentally
unwell”). The
se euphemisms emphasize dignity and
seek to reduce social stigma, signaling a more inclusive
and humane approach to reporting on health-related
issues.
CONCLUSION
The widespread use of euphemism in Urdu journalism
illustrates a complex interplay between language,
cultural
norms,
and
ethical
considerations.
Euphemisms help journalists convey sensitive
information without offending readers or breaching
societal decorum. They serve to uphold emotional
sensitivity, reinforce social values, and ensure
respectful communication.
However, excessive reliance on euphemistic language
can dilute the impact of reporting, particularly when
addressing urgent social problems, political corruption,
or violence. Therefore, the challenge lies in striking a
balance-employing euphemisms where
cultural
sensitivity demands it, while maintaining enough clarity
to ensure transparency and accountability.
REFERENCES
Allen K., Burridge K. Forbidden words: Taboo and the
Censoring of Language. Cambridge, Cambridge
University Press, 2006. -
303 р.
Eshmatova Raykhan. The importance of tabu and
euphemism. Ethiopian International Journal of
Multidisciplinary Research, 2024. 11(05). 683-685 p.
Арсентьева Ю.С. Аспекты изучения эвфемизмов в
английском и русском языках // Известия РГПУ им.
А.И. Герцена, 2011. № 127. 136–142 с.
Варенина Л.П. Табуированная лексика в английском
и русском языковом сознаниях // Современное
педагогическое образование, 2023. №1. 334
-
337 с.
Кацев А.М. Эвфемизмы в современном английском
языке. –
Л.: Наука, 1
977. -
65 с.
