Metaphorical models in the fashion blog space

The research uses the concept of metaphor as a learning style and categorization of reality, capable of forming a fragment of the worldview in various discursive spaces. The aim of the research is to define and describe the specifics of metaphorical modeling in the space of a fashion blog. The author's fashion blog, functioning on Instagram1, is chosen as the object of this study. The research is carried out on the basis of methods of scientific description, linguistic analysis (contextual, semantic, structural, etc.). The description of semantic and structural-content characteristics of metaphorical models is carried out using the interpretive method. During the formal-semantic research of the blog's text corpus, the author distinguished the following groups of figurative units: figurative lexical units (metaphors, figurative lexical units themselves); figurative syntactical units (figurative comparison, idiomatic figures of speech). The study revealed that with the help of metaphorical models the fragment of the national worldview of a fashion blog is formed, the key point of which is the principle of "turning over" when a person is depersonalized and a thing is animated. It is conditioned by specifics of the virtual discourse, as well as by the topic of the blog itself (fashion, style). As a result, a scale of values and guidelines is built and fixed in figurative units. These guidelines are significant for this communicative environment. In the process of creating these figurative units, various sphere-sources are involved and focused on general cultural categories. The last allows speaking about a fragment of the blog's worldview as a part of the national worldview. As the analyzed material shows, the most frequent sphere-sources include the sphere of nature, everyday sphere, hard-skilled sciences (geometric shapes), the sphere of cultural knowledge, and professional sphere. The analysis of the corpus of figurative units told about the actualization of both general-linguistic and private metaphorical models in the blog space. At the same time, there is a tendency to the author's creativity, to their analogies' creation based on the universal metaphorical structures available in the culture of native speakers. In this regard, figurative units conveying general linguistic meaning, transitional figurative units, and author-specific figurative units are identified. The authors declare no conflicts of interests.

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