Context-dependent variation of a naming across the euphemism/dysphemism spectrum

The object of the investigation are X-phemisms (euphemisms or/and dysphemisms), i. e. units of affective semantics and polite communication. Euphemisms and dysphemisms that make evaluative judgements and stance taking possible are treated dialectically, as variants of a naming in/through its contextual ambivalence and the relativity of its affective semantics (relationality). The evidential base of the research builds on the findings of theoretical analysis and empirical investigation of context, in which direct and indirect naming identifies with a positive or negative stance taken by the ‘namer’ (i. e. speaker). Theoretical interpretation of the context-dependent variation of a naming is based on the textological analysis of dictionary, functional and occasion-specific euphemism and dysphemism on the level of structural semantics with the use of lexicographical and culturological data as well as the pragmatical parameters of the discourse. Empirical analysis implies putting together observational data from the investigation of the experiential context of communicative actions upon the semantic units in question. The research material is based on the dialogical discourse of the TV show Desperate Housewives. A conclusion is made that X-phemism is a dynamic semantic unit characterized by affective valence and blurred lines between its positive and negative value. On a textuallevel, X-phemism is a contextually ambivalent naming.