Metaphor as a means of expression in the media

This article examines the role of metaphor as a means of expressiveness in mass media (MM). It analyzes examples of metaphors from Kyrgyz newspapers, particularly from the publication “Slovo Kyrgyzstana”, emphasizing their emotional impact and ability to create vivid imagery. Based on theoretical approaches to the study of metaphors in media texts, the main functions of metaphorical expressions that contribute to a deeper perception of information are identified. Special attention is given to the role of metaphor in addressing socio-political and economic issues, as well as cultural processes.