Abstract: In her article Zvereva presents the results of her analysis of modern euphemisms and their linguistic ecological evaluation. The subject of the research is the influence of euphemisms on the quality of linguistic environment, i.e. ecology of speech, ecology of language and language consciousness of speakers. The researcher focuses on the analysis of euphemism as a linguistic, cultural, social and psychological product that may point out important issues and processes in the language environment. In addition, the researcher also focuses on facts of dynamic development and extension of euphemistic synonymic row. To analyze the research data, Zvereva has applied the random sampling technique, the contextual analysis method, and description analytical method as the leading method. The novelty of the research is caused by the new approach to analysing eumphemisms (their linguo-ecological evaluation) and the fact that it has been an important issue during the period since 2014 till 2019. The results of the analysis demonstrate that economics, labor relations, sport and other human-related topics are subject to euphemization most of all. The topic 'human age' has over 20 different euphemisms describing the same denotation. This fact demonstrates that there is a conflict in the language consciousness of Russian speakers which is a negative linguo-ecological phenomenon. However, there is also a positive tendency towards active qualitative speech creativity. The conclusions made by the author of the article will be useful for linguo-culturological, socio-linguistic and psycholinguistic research. 

Abstract: In her research Zvereva presents the results of an in-depth analysis of the concept of 'euphemism' carried out for the purpose of discovering relationships between different aspects of the concept. The object of the research is the definition of euphemism and its elements. The subject of the research is the relationships between these aspects. The author of the article pays special attention to the analysis of the semantic, functional and linguistic and cultural aspects. The research material involves euphemisms found by the author in texts of modern Russian printing media (mostly the Izvestia Newspaper articles because Izvestia is the most popular broadsheet newspaper in Russia that is targeted at wide readership and is not affected by far right or far left views). To achieve this oal, the authr of the article has used many methods, the main method being the descriptive analytical method and its basic elements including observation, generalisation and interpretation. To analyze euphemistic words and expressions in terms of a particular aspect, the author has used the contextual analysis method (semantic aspect) and comparative analysis and survey (functional and linguistc and cultural aspects). This approach has demonstrated the diversity and variety of the nature of euphemisms and outline hirozons and prospects of their analysis as well as to actualize the research of euphemism in terms of modern scientific paradigm. In addition, based on the research results the author has made a conclusion that there is a close interdependence between specific topics and pragmatic focus of mass media texts as well as the ability of euphemisms to reflect features of a particular linguoculture.