METAPHORS IN THE HEADLINES OF MODERN RUSSIAN PRESS

Abstract

The article examines issues related to the role of metaphor as a key tool of cognitive influence in media discourse. It explores in detail the mechanisms by which structural, ontological, and orientational metaphors are used to realize nominative, persuasive, and evaluative-expressive functions in media discourse, as well as the relationship between metaphor type and news topic. The research’s novelty lies in its comprehensive application of G. Lakoff and M. Johnson’s conceptual theory of metaphor to the analysis of relevant empirical material – Russian media headlines. This allows not only to systematize contemporary metaphorical models in the press but also to identify the cultural and ideological attitudes underlying them. The study confirms the fundamental role of metaphor in structuring media headlines for the purpose of influencing the audience. The main types of conceptual metaphors have been identified and classified, their connection with various spheres of public life has been established, and the dual nature of metaphorical headings has been determined, which, on the one hand, increases the effectiveness of communication, and on the other hand, can create a semantic gap with the text of the article.