Strategic Soft Talk: A Pragmatic Analysis of Euphemistic Expressions in the Sonas of President Bongbong Marcos

This qualitative research utilized content and pragmatic analysis to examine the use of euphemistic words in the State of the Nation Addresses (SONAs) of President Ferdinand "Bongbong" Marcos Jr. during 2022-2024. Two hundred twelve (212) euphemisms were detected and categorized based on Allan and Burridge's Theory of Euphemism and Dysphemism. Most frequent was circumlocution, figurative language, technical vocabulary, understatement, one-for-one substitution, metaphorical euphemism, general-for-specific euphemism, hyperbole, colloquialism, and flippancy. As of functions, protective euphemisms ranked first, followed closely by uplifting euphemisms, and underhand euphemisms, while cohesive, provocative, and ludic euphemisms ranked lower, respectively. The study focused on six subjects where President Bongbong Marcos' SONAs used euphemisms to soften inauspicious or contentious issues: economic hardship; political and government unrest; foreign employment and labor issues; modernization and digitalization; foreign capital and privatization; and tourism and economic rebuilding.