Interpretation potential of mass media metaphor

The article is devoted to the analysis of the interpretation possibilities of the mass media metaphor. The aim of the work is to identify the semantic spheres that beget a metaphor in the modern language of the Ukrainian mass media. This work demonstrates the mechanism of metaphor production: components of a new meaning, components of metaphorical meaning, and the structure of metaphorical transference. The problems associated with the interpretation of metaphors are considered. The cognitive process of creating the investigated units represents the types of metaphorical transference. The metaphor is designed to simplify the process of perceiving complex new material. In 2000-2020 a new wave of metaphorical productivity was marked by the terms of the natural sciences during the timeframe of the research. As a result of the analysis, the metaphors of the political and economic discourses of the mass media were investigated, taking into account the semantic, cognitive-pragmatic approaches. On the basis of this material, the main trends in the development of the modern language of the Ukrainian mass media are revealed and the interpretative and evaluative potential of the media metaphor is determined