The Use of Euphemistic Language in Contemporary Chinese: A Pragmatic Study of “可爱” Replacing “傻逼” in Online Micro-Dramas
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Abstract
This study examines a novel linguistic phenomenon in Chinese online short dramas: the replacement of the curse word 傻逼 with 可爱. Beyond merely avoiding profanity, this practice functions as a form of ironic politeness, simultaneously mitigating linguistic aggression and navigating state-imposed media regulations. Pragmatic analysis reveals that in the sentence 你真可爱!, the literal meaning of 可爱 is suspended, functioning sarcastically in the same way as 你真傻逼! while concealing critique beneath a veneer of politeness and friendliness. From a sociolinguistic perspective, this usage demonstrates how content creators navigate emotional expression within regulatory constraints, highlighting the dynamic interplay between individual agency and institutional power in digital communication. The study makes a theoretical contribution by conceptualizing euphemistic sarcasm as both a culturally embedded communicative strategy and a mechanism for linguistic adaptation under contemporary power structures, providing insights into the evolving pragmatics of modern Chinese, the use of curse words, and language practices in Chinese online micro-dramas.
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ข้อความรู้ใดๆ ตลอดจนข้อคิดเห็นใดๆ เป็นของผู้เขียนแต่ละท่านโดยเฉพาะ คณะมนุษยศาสตร์ มหาวิทยาลัยนเรศวร และกองบรรณาธิการวารสารมนุษยศาสตร์ฯ ไม่จำเป็นต้องเห็นพ้องด้วย
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