This article examines the use of euphemisms and taboo lexicon in Urdu newspaper discourse, focusing on how language is tactically employed to address culturally sensitive topics such as sexuality, religion, politics, death, and violence. Through a linguistic analysis of selected newspaper texts, the study uncovers common euphemistic expressions and lexical choices that reflect efforts to adhere to societal norms and avoid offense. It highlights the role of indirectness, metaphor, and cultural context in shaping media language, revealing how Urdu newspapers navigate the boundaries of appropriateness in public communication. The article contributes to the fields of sociolinguistics and media studies by shedding light on the complex interplay between language, culture, and the representation of taboo in Pakistani journalism.

Euphemism, media language, cultural sensitivity

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