METAPHORICAL MODELS IN CONTEMPORARY POLITICAL DISCOURSE

The article focuses on the notion of conceptual metaphor, which belongs to the cognitive-discursive paradigm, aimed at finding out how this linguistic phenomenon satisfies discursive and cognitive requirements through the internal, mental activity of human consciousness, as well as the use of this phenomenon in the process of communication.The principles of cognitive and cognitive-discursive analyses are considered, the basic formulas of metaphorical modelling of political campaigns are studied.It is established that political discourse exerts a manipulative influence on the masses with the help of special discursive strategies and tactics (deliberate appeal to universal values and emphasising the most beneficial aspects of life), as well as grammatical and stylistic means, among which the military metaphor prevails.It is proved that political bias and the choice of specific linguistic means are based on metaphorical models, such as: war as politics, state-individual, model of a rational personality, fairy tale of a just war, mathematisation of risks, rational action, expert metaphor (Clausewitz metaphor, metaphor of a rational performer).It is established that the demonstration of actions as commercial transactions in the course of metaphorical modelling facilitates the application of manipulative strategies in practice.The basic metaphorical models are distinguished, and it is established that conscious and unconscious systems of metaphors are used to understand and understand the surrounding reality through mental processes based on concepts and having a source and target sphere.When studying the source spheres of metaphorical models, the regional, political, economic and cultural specificity of the discourse is taken into account.In the cognitive discourse approach, a metaphor is seen as a part of a narrative consisting of many interconnected tests that have a common context in the form of a political situation or ideas.Most metaphorical models are based on attempts to rationalise the costs of military action through mathematical and economic calculations, the use of metaphorical definitions and other techniques.