Introduction. In the modern Russian academic discourse of studying the language of the mass media, euphe-misms are considered as a stylistic means or a pragmatic function. However, to this day, the study of this phe-nomenon in the Russian language is only an area that is not sufficiently developed. The analysis of euphemisms as openings and methods of influence in the manipulative discourse of the media is relevant. Purpose. The arti-cle is devoted to the study of the phenomena of euphemisms in the modern manipulative discourse of the media and clarification of the definition, functions and understanding of social pragmatists in the use of these linguis-tic forms in mass communications. Materials and methods. The paper provides the analysis of a number of common ideas about euphemisms and offers its own view of this phenomenon in the modern manipulative me-dia discourse. This study uses the historical method, comparison and criticism of academic sources, a socio-pragmatic functional view of the linguistic possibilities of their functions in the life of society. Results, discus-sion. Euphemisms are considered as one of the most effective methods for manipulation and direct impact on the consciousness of society in modern media. Euphemization is closely related to the psychological needs of a person and is analyzed at three levels: archetypal, personal and socio-pragmatic. Given the complex internal semantic and etymological structure of euphemisms, which are extremely widely used in the practice of mass communication, it is relevant to consider this linguistic and stylistic means in the manipulative aspect of news or political discourse. Conclusion. Erroneous identification of euphemisms with rare terms and other languages that do not coincide with them in their functions are excluded.