Research Information System
Вчені записки Таврійського національного університету імені В. І. Вернадського, vol.34, no.3, pp.18-22, 2023 (Peer-Reviewed Journal)
The article considers specifics of realization of pragmatic effect of metaphor in political discourse of modern Ukrainian mass media. The pragmatic influence of modern political metaphors is analyzed through the prism of cognitive linguistics (both cognitive and pragmatic aspects have been analyzed in their interrelation). It is proven that metaphorical models have pragmatic potential. According to the author a metaphorical model is not a conceptual source sphere with all possible connections of its elements, it is a dynamic structure that reveals the cognitive mechanism of metaphor formation, demonstrates the interaction of the source sphere and the target sphere. First of all, pragmatic potential of metaphorical model is realized by assessment and emotiveness. Each time the addressee refers to the intersections between conceptual spheres presented in long-term memory, that is, the recipient appeals to the metaphorical model, which source sphere contains specified meanings. Therefore, the pragmatic characteristics of the metaphorical model are projected onto its derivative in the same way that a generic feature imposes an imprint on a specific one. In this way, the political metaphor receives a pejorative or a positive assessments. The metaphorical model is also characterized by an emotional coloring, because emotions are the result of some forms of cognitive activity and they have a cognitive nature. In particular, the conceptual sphere source of the model «Political realities is a theater» has such pragmatic meanings as falsehood, insincerity, pretense. Not only a single frame or a slot, but a whole series of typical frames can be actualized in a metaphorical model, that is, such a metaphorical structure appears in an «expanded» form. The presented frames (fragments of corresponding conceptual sphere) intersect, overlap each other, as a result conceptual sphere- source appears in relief. This contributes to the recipient’s awareness of the duality of these units, and therefore to the realization of their pragmatic potential. Also, the pragmatic characteristics of modern political metaphors in Ukrainian media discourse determine whether actualized slots belong to the lower levels of frames. Key words: political metaphor, metaphorical model, pragmatic influence, mass-media discourse, spheressources, sphere-target, frame, slot.