It’s never one person, or even one group of Everybody has that Auntie that will cuss everyone out that’s me shirt, that decide which words are appropriate for a certain context. It’s all speakers of the language. And it develops over time. Some things that are considered sensitive in almost all cultures are bodily excretions, sexuality and supernatural entities, especially those considered evil. The normal development is that a word for one of these things becomes common usage, then it is disfavoured as being “naughty”, and another word is created as an euphemism. Over time, the euphemism itself is becoming regarded as less appropriate, and is eventually deemed unacceptable.
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