Abstract: The inspiration source for writing this article became the detected in scientific literature fusion of terms and concepts denoted by them. The object of this research is the concepts of “taboo”, “political correctness” and “euphemism”. The subjects is the key characteristics: functional and semantic peculiarities that allow correlating these concepts. The analysis captures the contamination of dictionary definitions, as well as examples from the texts of modern media. The author examines such aspects of the topic, as the general characteristics of taboo, political correctness and euphemism, their semantic structure and function. Special attention is given to interpretation, search of the  meeting points, and demarcation of the notions. The scientific novelty lies in the fact that for the first time these concepts are being analyzed “in tandem”, and that taboo is viewed in relation to euphemism and political correctness as a linguistic phenomenon (word-taboo) and non-linguistic phenomenon (rule-taboo). The main conclusions consist in the following: firstly, reasoned confirmation of the diversity of the concepts of taboo, political correctness and euphemism; secondly, correlation between the word-taboo and euphemism as the “replaced” and “replacing”; and thirdly, the determination that rule-taboo and political correctness are two powerful boosts for creation and utilization of euphemisms.

Abstract: In her research Zvereva presents the results of an in-depth analysis of the concept of 'euphemism' carried out for the purpose of discovering relationships between different aspects of the concept. The object of the research is the definition of euphemism and its elements. The subject of the research is the relationships between these aspects. The author of the article pays special attention to the analysis of the semantic, functional and linguistic and cultural aspects. The research material involves euphemisms found by the author in texts of modern Russian printing media (mostly the Izvestia Newspaper articles because Izvestia is the most popular broadsheet newspaper in Russia that is targeted at wide readership and is not affected by far right or far left views). To achieve this oal, the authr of the article has used many methods, the main method being the descriptive analytical method and its basic elements including observation, generalisation and interpretation. To analyze euphemistic words and expressions in terms of a particular aspect, the author has used the contextual analysis method (semantic aspect) and comparative analysis and survey (functional and linguistc and cultural aspects). This approach has demonstrated the diversity and variety of the nature of euphemisms and outline hirozons and prospects of their analysis as well as to actualize the research of euphemism in terms of modern scientific paradigm. In addition, based on the research results the author has made a conclusion that there is a close interdependence between specific topics and pragmatic focus of mass media texts as well as the ability of euphemisms to reflect features of a particular linguoculture.