Euphemistic language and strategic communication in televised political election debates during Jordan’s 2024 elections

This study examines the use and pragmatic impact of euphemistic strategies in 15 televised debate episodes aired during the campaign period preceding Jordan’s 2024 parliamentary elections. Through a qualitative content analysis, it shows how Jordanian political party secretaries strategically manipulate language to discuss politically sensitive topics. The analysis shows that synonymy, circumlocution and metaphor were the most salient strategies. Euphemisms are systematically employed to tactically deflect direct confrontation, obscure accountability, sustain neutrality, soften criticism and amplify political promises. This linguistic orchestration is particularly evident in discussions of volatile socioeconomic challenges such as unemployment, taxation, investment, education and healthcare. By unveiling the sophisticated euphemistic repertoire wielded by political actors, this study provides a contribution to understanding the instrumental role of euphemism in shaping electoral discourse and managing public perception in politically charged environments.