The Use of Euphemism in Standard and Colloquial Arabic in Al Ahram Newspaper Headlines: Ideological-Linguistic perspective

The concept of euphemism could be defined as written or oral utterance, words or a group of words that might give another meaning, aiming for, whether intentionally or unintentionally, decreasing the effect of specific actions, to go beyond something or to hide a specific meaning articulated by the language producer; yet they also are sometimes used purposely to lie about something or to deceive the receiver.
Language is used to express ourselves and to understand others. As a means of communication, language in the press reflects the individual, society and culture. In general, language is a very complicated means of expressing our mind which is, in turn, another sophisticated device in which different aspects, elements and factors are interwoven. In any case, we should use language clearly and politely.
Al Ahram Newspaper attempts in all ways to avoid unpleasant words and phrases when referring to affairs, activities, concepts, and processes that they need to talk about or refer to whether they like that or not. However, since this part of language cannot be dropped out or put aside, they tend at least to lessen the embarrassment, shame, etc that may result from it; and here comes the function and position of euphemism in its language.
This paper is an attempt to shed light on euphemism in Arabic, in its standard or colloquial forms from linguistic and ideological perspectives. Analysis of the selected data is done in terms of the discussion made in the theoretical side to show the types and forms of the euphemistic expressions in Arabic speaking Al Ahram Newspaper headlines.