Unsuccessful and Successful Selfies in the Presentation of Anthropomorphic Metaphors in English-Language Digital Discourse

Introduction. This article is devoted to the analysis of the role of anthropomorphic metaphors in modern digital vocabulary using the example of the word «selfie». The relevance of the work is due to the growing interest of the scientific community in the evolution of digital vocabulary, which includes a variety of lexical units and expressions that reflect modern realities and sociocultural changes. Methodology and sources. The methodological study is based on the productivity of anthropometric cognitive tools in the formation of figurative expressions in English, with the inclusion of the word «selfie». This study is related to the conceptual theory of metaphors developed by famous linguists G. Lakoff and M. Johnson. Results and discussion. In the course of this study, attention is drawn to some expressive phrases associated with the concept of «selfie». Adjectives with negative and positive connotations were selected, then, based on the analysis of empirical material, structures were identified that architecturally represent the «adjective + selfie» model. On this basis, in the context of selfie, negative and positive metaphorical images were identified, which were analyzed in examples. Conclusion. Consideration of the semantics of the expressions under study allows us to better understand how digital vocabulary shows sociocultural trends and changes in society, provides a look at the evolution of language in the era of digitalization and emphasizes the role of digital vocabulary in the formation of new linguistic patterns that reflect the dynamics of sociocultural changes, emphasizing the role of digital vocabulary in the modern world.