COLOUR-NAMES IN MASS-MEDIA POLITICAL DISCOURSE: COGNITIVE, DISCURSIVE, LINGUISTIC, AND AXIOLOGICAL CHARACTERISTICS

Abstract

The article deals with the analysis of colour-names in mass-media political discourse. Colour is not just a characteristic of an object; color symbolism is closely related to the history and culture of the language within which colour terms operate. Publications in Russian-language media serve as the material for the study. It is pointed out that the mass-media not only reflect the reality but also shape it. The paper focuses on the interpretative nature of mass-media political discourse. As a result of the analysis of colour-names employed in the mass-media political discourse, the author comes to the conclusion that the colour terms’ semantics does not always correspond to the traditional semiotic and philosophical-worldview of the Russian-speaking world picture. It is indicated that color symbolism in political communication is determined primarily by the axiological attitudes and priorities of the political discourse actors. Prospects for research related to the study of the semantics of color names using the material of the English language are outlined.