The Dynamic Functions of Euphemism: The Martyrdom of the Jordanian Air Force Pilot Moath Al-Kasasbeh at the Hands of ISIS

Abstract

The present paper explores death euphemistic alternatives used by media during the period of kidnapping and later burning the Jordanian air force pilot Moath Al-Kasasbeh at the hands of ISIS^[i]. The internet-based data serving as a research tool for the present study explained the dynamic functions of death-related euphemisms, showing that what had been avoided before burning because of its dysphemistic sense (assassination and murder) was used as a euphemism and as a gentler substitute for the unexpected burning. Conceptual metaphor was also used as a euphemistic substitute for the ugly burning of the pilot, and not as doublespeak aimed at hiding the reality. The use of the word sacrifice in place of burning, the conceptualization of death and burning as journey and facing or cuddling fate or angles were found to be euphemistic alternatives used to report the act of burning the Jordanian Air Force Pilot Moath Al-Kasasbeh. Examining euphemisms in conjunction with face wants and politeness, it was found that burning euphemisms which are based on lexical substitutions are aimed at saving the public self-image of the pilot’s bereaved family and protecting their self-esteem.