Conceptual Metaphors for Russia in Media Discourse: Axiological Perspective

The article explores axiological dimension of personifying metaphors that are used to create the media image of Russia. Drawing on the posts in Telegram social media we prove that it is the fundamental “mother” archetype that is involved as a source domain in the frame-to-frame mapping responsible for the creation of personifying metaphors with the most explicit value semantics. We demonstrate that linguistic manifestations of the RUSSIA IS A MOTHER conceptual projection range from culturally relevant set phrases and text reminiscences (e.g., matushka Rossiya) to complex extended metaphors that reflect individual perception of one’s native country. In Telegram discourse personifying metaphors occur either individually or in metaphor clusters, combining with ontological, structural and spatial images. Capable of appealing to both the intellectual and emotional spheres of mass audience personifying metaphors prove to be effective tools for social reality construction and social reasoning. They also show considerable heuristic and explanatory potential and are able to affect the process evaluation of various social phenomena and historical events. Linguistic metaphors aligning Russia with the “mother” archetype produce vivid and memorable images that broaden the conceptual perspective of Telegram posts by foregrounding those basic value principles that form the foundation of traditional Russian world view. Constituting central cultural manifestations of social action personifying metaphors refer to supra-individual axiological guidelines and as such help prevent manipulative destruction of Russian national identity.