Mass media discourse: representation of the WAR concept in the context of “9/11” culture time

In the present article, which is based on the modern English-language publicistic writing, specific features of mass media discourse development in terms of culture time “Before 9/11” and “After 9/11” are revealed. The authors show the influence of a certain cultural context on the formation of concept clusters and subcultures leading to WAR concept transformation in certain period. Using the methods of analyzing the word definitions representing the concept, contextual analysis, analysis of conceptual metaphors, discourse and culture time, the authors make conclusion that in the context of culture time “After 9/11” mass media discourse reflects direct protest against leveling the concept of war and sport discourse dramatization: perception of mass media discourse in general is determined by the participation of “protesting” journalists in the group categorization; discourse as a semiotic medium can be characterized by its overall intentionality - the mind is focused on the route of evil, on fighting terrorism and revenge; cumulative metaphorical proposition of the text is represented by means of protest metaphors SPORT IS NOT WAR, WORDS ARE NOT WEAPONS, LANGUAGE IS NOT BATTLEFIELD, WAR IS NOT SPORT. It has been proved that their ontological realization (SOMETHING IS NOT WAR) can change the studied concept in the new culture time “After 9/11”.