Analysis Of Euphemism Memes Under Prototype Categorization Theory

As a special language phenomenon, euphemism acts as “lubricant” in socialinteractions and communications. It adjusts and improves the relationships between thecommunicators. In terms of some offensive words and expressions, euphemism adaptsthe psychological requirements for both listeners and speakers by means of semanticextension and polishment. Therefore, the usage of euphemism will avoid theembarrassment and awkwardness in social contacts effectively, and makecommunications more smoothly. Based on the above reasons, euphemism remains as ahot subject to study for the scholars at home and aboard.Language and meme are inseparable. Xie Chaoqun and He Ziran consider that:“language itself is a kind of meme, and meme also dwells in the language”. To studylanguage as a kind of meme can not only reveal the objective law of languagetransmission, but also promote the development of language. Therefore, this thesis triesto regard euphemism as a kind of language meme. Through analyzing euphemismmemes, this thesis intends to find out the general law in the language evolution.However, the previous studies of euphemism memes are mainly from the perspectivesof semantics, rhetoric stylistics, etc which do not take cognitive elements intoconsideration. Cognitive linguistics is a new subject in cognitive science. It opens up anew angle and method for the study of euphemism memes. This thesis employsprototype categorization theory which is one of the most important theories in cognitivelinguistics as the theoretical framework, aims to make a thorough cognitive analysis ofeuphemism memes, and intends to bring people into full awareness of euphemism. Itprovides a new approach to the study of euphemism.Firstly, on the basis of prototype categorization theory, this thesis tries to reclassifythe euphemism memes from the cognitive perspective. According to the prototypes,euphemism memes are classified into two categories: traditional euphemism memes andburgeoning euphemism memes. Secondly, this thesis discusses the relationship betweeneuphemism memes and prototypes in these two categories respectively. Eventually,through a comprehensive analysis of some typical euphemism memes, the conclusionscan be drawn as follows:(1) In the traditional category, euphemism memes and taboo words belong to onesemantic category. Taboos belong to the basic level category i.e. prototype category，andeuphemism memes belong to the superordinate category of taboo words;(2) Prototypes of burgeoning euphemisms categories are the words which need to be beautified andupgraded, their salience in cognition is weaker than traditional ones. The members ofburgeoning euphemisms categories have the tendency to change easily;(3) In bothcategories, the memes which are in close relationship with the prototype and its relativeattributes are able to become the strong euphemism memes which could be transmittedmassively and passed down by generations;(4) The strong euphemism memes have thecharacteristics of simplicity and dynamism.