Metaphorical Modeling of a Political Leader in Russian Media

The purpose of the study is to examine the metaphorical image of Turkish President Recep Tayyip Erdoğan in Russian Internet discourse. In this work, the metaphorical image of a politician is understood as a multilevel phenomenon that transmits a subjective idea of politics, whose hierarchical structure includes the level of metaphorical models, frames, slots, and metaphorical concepts. The research material was media texts selected using the continuous sampling method. All texts have the same thematic focus: they are dedicated to the activities of Turkish President Erdoğan. We used the methods of conceptual analysis of metaphors and metaphorical modeling. Quantitative methods were used to process the empirical material. In the metaphorical image of Turkish President Erdoğan, the dominant metaphorical models are the monarchical, game, and military models (15% of the total number of processed units). The game and military metaphorical models are universal. They are often used by authors of media texts for the metaphorical representation of other politicians. Within the monarchical model, a personified metaphorical model is distinguished (Turkish President Erdoğan is conceptualized as a sultan). The demand for this model can be explained by the following factors: established stereotypes, historical context, modern political realities—the broad powers and style of rule of President Erdoğan. The analysis showed the presence of metaphors demonstrating cultural specificity: the Byzantine game, the game of Ottomanization, Ataturk, and the Janissaries. Thus, through metaphors, the authors of media texts attribute various qualities to the President of Turkey. Despite the fact that the overwhelming majority of metaphors have a negative assessment (Erdoğan is characterized as a liar, traitor, deceiver, and intriguer), there are metaphors whose axiological mode is rather positive (Erdoğan is an active participant in political processes, capable of foreseeing the further course of political events, and a smart, calculating, pragmatic politician).