Functioning of metaphor in Perm polytical discourse

The article presents the results of an investigation made at the junction of polytical linguistics and metaphoristics. Polytical discourse of the modern Russia is represented by its regional sector - Permian. It has been shown how the impact on the electorate is effected in editions of three leading parties of Western Ural through selection and usage of known metaphoric models (military, criminal, physiologic, sportive and the like) and their frames. It is demonstrated that in Perm political texts, models with conceptual vectors of aggression, rivalry, and deviation from the natural order of things have developed most of all, which, on the one hand, indicates their negative impact on public consciousness, and on the other hand, on the persistent thirst for change.