Euphemism as an indirection strategy in communication among the Dagaaba

Abstract

This study examines euphemism as an indirection strategy in communication among the Dagaaba. The study adopts a qualitative approach, incorporating ethnographic methods, observation, interviews, and discourse analysis to examine the meaning of euphemistic expressions in conversation in some identified themes and contexts such as; the theme of death, the theme of sexual intercourse, and sex organs, the theme of menstruation, the theme of pregnancy and the theme of alcoholism/drunk. It explores the functions of euphemistic expressions in conversation among the Dagaaba. The study also investigates the influence of modernization on euphemisms in communication among the Dagaaba. The data used for this study were mainly gathered from primary sources. The study employed Brown and Levinson’s 1987, politeness theory in its data analysis. The analysis of the data revealed that the Dagaaba use euphemistic expressions in their everyday interactions under various themes and circumstances. Also, the study found out that the Dagaaba does not only use these euphemistic expressions as taboo avoidance, and politeness strategy but also to disguises reality, develops intellect, reinforces cultural values, excludes participants in a conversation, and to be humorous. The study further revealed that modernization has positively enabled the younger generation to adapt new euphemistic expressions, and negatively declined oral traditions, such as storytelling, where the Dagaaba euphemisms are orally transmitted. This resulted in less transmission and usage of euphemisms within families and communities among the Dagaaba.