Metaphor as a Way to Shape the Linguistic World Picture in Modern Central and Regional Russian Online Media (a Case Study of Cultural Texts)

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Natalia A. Kataytseva

PhD in Pedagogy, Associate Professor, Head of the Chair of Journalism and Mass Communications, Kurgan State University, Kurgan, Russia

e-mail: natakaa@yandex.ru
Inna V. Shchurova

PhD in Philology, Associate Professor at the Chair of Journalism and Mass Communications, Kurgan State University, Kurgan, Russia

e-mail: vilpol@yandex.ru

Section: Media Language

The article is devoted to the analysis of the influence of metaphors, used in the cultural discourse of the central and regional modern Russian online media, on the formation of the linguistic world picture of the reader. Using the methods of cognitive and structural-semantic directions of investigating metaphors in a case study of the materials in Oblast 45, Kurgan and Kurgantsy, Lenta.ru and Kommersant media outlets in 2021, the authors identified in the texts the most actively used metaphorical models, in particular anthropomorphic and military metaphors. It is shown that it is anthropomorphic metaphorical models that determine the way and style of modern Russian reader’s thinking about cultural realities. Military metaphors, which are associated with successful problem solving in theatrical and cinematic life, also demonstrate a high pragmatic potential. Inefficient, but important for the characterization of cultural discourse are social metaphors (including sports), metaphors of kinship, natural and artifact metaphors. The interaction of various metaphorical models in the cultural discourse enriches media language with new meanings, emotions and assessments. At the same time, the dominance of anthropomorphic metaphorical models brings the described cultural reality closer to the reader and forms in his mind an anthropocentric linguistic world picture.

Keywords: metaphor, linguistic world picture, media language, cultural discourse, anthropomorphic metaphorical model
DOI: 10.30547/vestnik.journ.1.2022.119135

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