In contemporary western society, taboo and euphemism are closely entwined with the concepts of politeness and face (basically, a person's self-image).
Generally, social interaction is oriented toward behaviour that is courteous and respectful, or at least inoffensive. Participants have to consider whether what they are saying will maintain, enhance, or damage their own face, as well as to be considerate of, and care for, the face needs of others." (Keith Allan and Kate Burridge, Forbidden Words: Taboo and the Censoring of Language. Cambridge Univ. Press, 2006)
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