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Seismech t1_jauxph0 wrote

According to the etymology at ttps://en.wiktionary.org/wiki/euphemism_treadmill Steven Pinker coined the term in 1994. With my emphasis

>1994 April 5, Steven Pinker, “The Game of the Name”, in The New York Times‎[1], ISSN 0362-4331, page A21:
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The euphemism treadmill shows that concepts, not words, are in charge: give a concept a new name, and the name becomes colored by the concept; the concept does not become freshened by the name. (We will know we have achieved equality and mutual respect when names for minorities stay put.)

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