METAPHORS IN THE MEDIADISCOURSE AS THE WAY OF INTERPRETING THE NEW SUBJECT DOMAIN (оn an example of a subject domain “social network”)

METAPHORS IN THE MEDIADISCOURSE AS THE WAY OF INTERPRETING THE NEW SUBJECT DOMAIN (оn an example of a subject domain “social network”)

Author:  O.N. Kondratyeva

Affiliation:  Kemerovo State University

Abstract:  The article is devoted to features of metaphorical interpreting  one of the most rapidly developing in the XXIst century subject areas – areas of social networks by the Russian mass media. The author used the procedure of metaphorical modelling and a content-analysis for the analysis of the material. The research has shown that a major part of the metaphors representing social networks in mass media, is set by an English source, when translated into Russian, however, they acquire  national-cultural features and connotations.
Metaphors created by the Russian mass-media allow us to explicate meaningful features of social networks and to characterize their functions. Social networks are interpreted in the Russian mass-media as space, in which users spend plenty of time (state, house) and from which it is hard to return to reality (swamp, jungle, labyrinth, web), as the storehouse of the information (ocean, dump, rubbish pit). The author highlights the complex structure of social networks (web, labyrinth, jungle) and their capacity to act as the indicator of processes occuring in a society (mirror, hearing aid).
The majority of metaphors are negatively evaluative, that is they are caused by increase of a con-flictness in social networks, highly spread incidences of users’ leaving reality and dependence on social networks.

Keywords:  metaphorical conceptualization, metaphorical interpretation, conceptual metaphor,
mediadiscourse, social networks.

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Acknowledgments:  The research is financially supported by the Russian Foundation for Basic Research, project No. 19-012-00202.

For citation:  Kondratyeva, O. N. (2019). Metaphors in the mediadiscourse as the way of interpretation of the new subject domain (оn an example of a subject domain “social network”) // Voprosy Kognitivnoy Lingvistiki, 2, 85-94. (In Russ.).

Pages:  85-94