Public Persuasion Through Language: Euphemistic and Dysphemistic Strategies in Imran Khan’s Spoken Text

Abstract

The current research looks into the use of euphemism and dysphemism in Mr Imran Khan, the former Prime Minister of Pakistan, spoken texts and their role in persuasion, as well as in the construction of power and ideological meaning. As the main tool for analysis, the research uses a qualitative design based on Fairclough's (1989) three-dimensional model of Critical Discourse Analysis (CDA). The sample consists of a single televised interview given by Imran Khan after the 2022 no-confidence motion to Russian TV (RT, August 25, 2022). The interview was transcribed and analysed for euphemistic and dysphemistic expressions in the areas of vocabulary, grammar, and lexicon. The results indicate that Khan, by means of euphemism, portrays integrity, democracy, and optimism, and, on the other hand, by means of dysphemism, he delegitimises rivals and solidifies ideological bifurcation. Euphemism is a device for maintaining one's dignity and for self-legitimation, while dysphemism provides support for moral condemnation, emotional appeal, and building a popular identity. The combination of both techniques creates a binary division of "us versus them," with Khan providing moral leadership and his opponents being labelled as corrupt or dictators. The study's implications stress the role of language in political communication as a vehicle of power, persuasion, and ideological construction.