GENERAL AND CULTURALLY-VARIABLE METAPHORS IN THE CONTEXT OF THE FIGHT AGAINST TERRORISM

The author studies metaphors used in the antiterrorist discourse. Metaphor is viewed upon not only as a means of nominating reality but is also analyzed from the perspective of having influence on the individual’s way of thinking. The assumption is made that metaphors can create new reality. Considering the fact that one of the most significant concepts of modern society is “terrorism” the author studies some metaphors used by mass media in the context of the war on terrorism. Operating on the premise, that metaphorical system of the language reflects those values that are characteristic of the culture, which uses this language for communication, the author divides metaphors into general (“war”, “common enemy”) and culturally-variable (“business”, “brand”,“sport” etc.). The author looks into the system of implications that develops with the representatives of some culture when a certain metaphor is used. The reasons for the cultural diversity of metaphors are connected with a wide range of factors: political, historical, climatic. For example, it is common knowledge that in the USA a lot of attention is paid to sports, which finds its reflection in the following metaphors: “Political leaders are dropping the ball on terrorism”; “…We are facing one of the most serious threats to our national security in the history of this country…and ... what did we do? We took our eyes off the ball”; “Tech giants team up against terrorism”. In the article the author gives examples of metaphors in the Russian, English and French languages