ABOUT FUNCTION AND USE OF COLOR METAPHORS IN RUSSIAN AND CHINESE MASS MEDIA LANGUAGE (USAGE OF THE LEXEME “WHITE”)

Abstract

The article analyzes color metaphorizations in Russian and Chinese languages, examining the role of their practical application in media context of the two countries. The researchers are focusing on the study of peculiarities of using lexeme “white” in political, economic and social media discourses, in particular its metaphorical semantics. Examples containing “white metaphors” are selected from major Russian and Chinese media publications, as well as language databases over the past 15 years, which permitted to understand the metaphorical meanings of the lexeme “white”. The authors reveal the subjective and objective assessment expressed in metaphorical contexts, to explore the metaphorical models of the lexeme “white” in Russian and Chinese cultures. The research on the role and application of color metaphors in media language shows that color metaphors are becoming an expressive language unit to convey ideological and cultural values in modern Russian and Chinese media languages.