Euphemisms in English Everyday Discourse Eufemismy V anglickém jazykovém prostředí

1.3 DOUBLESPEAK 
Euphemisms, political correctness and doublespeak are terms that are tightly 
connected or they even overlap. Terminology differs in distinction of euphemism and 
doublespeak. The latter mentioned is understood to be a certain type of euphemisms 
also known as deceptive euphemism. Basically, doublespeak is a language which turns 
something negative into positive, bad news are dressed up into good ones and it makes 
unpleasant facts appear attractive. Doublespeak evades and transfers responsibility and 
its function of communicating is just to pretend. 
Although language is such a powerful tool of building civilization and creating 
society at the same time it is a device of manipulation, misleading and obscuring. 
Through language we experience the world around us and thus the right choice of words 
is the means of shaping our perceptions, thoughts and reactions. Looking back to the 
history the manipulators and dictators were excellent in giving speeches. The language 
was their weapon through which they reached the greatest good or the greatest evil. It 
means that those who can control language can control minds as well as society. 
Essentially, if we use substitution words in order not to harm or offend anyone it 
is the matter of euphemisms. However, in case of covering up some facts or misleading 
through euphemistic synonyms, it is rather a doublespeak, which is based on 
incongruity between what is expressed and what it really is. Lutz (1988) divides 
doublespeak into four kinds. The first one defines using euphemisms as a softening or 
deceiving alternative. The second type is jargon described as a language of a profession 
or trade. It enables members of groups to communicate in an effective and clear way. 

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However, when speaking in jargon on purpose outside the group then there is 
doublespeak. For example, the term 
involuntary conversion of property
means loss or 
destruction. It would be used in law terminology and it would be understood by all 
members of this group, but not by the outsiders. Goobledygook or bureaucratese is the 
third kind of doublespeak based on the idea to overwhelm the audience. It means the 
bigger the better and it might sound impressive, but dealing with it in depth such 
phrases do not make any sense. The last type is inflated language that makes the 
ordinary seem extraordinary, beautifies the everyday things and make common terms 
sound impressive. Therefore car mechanics are 
automotive internists
; employees are no 
more fired, but 
selected out, placed out
or 
released
; stock markets 
retreated 
or 
eased
but definitely not fell.
We should be aware of the fact that doublespeak is a carefully constructed and 
designed language that might be difficult to identify and analyse since it is a common