Metaphor functioning in manipulation processes in oil and gas subdiscourse

Metaphors used in mass media texts are one of the most wide spread ways of social opinion manipulation. Metaphors involvement into manipulation processes is regarded from two points of view: 1) metaphor is used in strategy, tactics and methods implementation; 2) metaphor is a method, tactics of manipulation. In the first type of implementation there are two variants of metaphors involvement into manipulation processes. Metaphor can be included into the method, tactics or strategy of manipulation as an assistant part, not playing an essential role in reaching manipulative effect, but adding some extra figurativeness to used language means, which are main in getting the necessary manipulative effect. In the second type of metaphor implementation into manipulation of social opinion as a supporting means, method, tactics or strategy is constructed in such a way, that metaphor is a language means, translating the manipulative idea, in other words, some method uses metaphors as a language means of manipulative idea translating. Metaphor shows an essentially different functional and manipulative potential in the case, when its usage is a conscious choice of a manipulator, when metaphor is one and only way to reach the necessary manipulative effect. The analyzed subdiscourse showed a wide usage of the method of "using metaphor" and the tactics of "using a metaphorical model". In such cases metaphors implementation is well-aimed and well-targeted, it is metaphor that plays the key role in reaching the manipulative effect. It is key metaphorical models that are used in such tactics of manipulation; these models are realized in discourse as text elements, being language means of manipulative strategies, tactics and methods. Such models have a particular interpretative world-modeling potential and are able to influence significantly on forming the sense and image structure of a text. The text forming function, the number of implementations and the key role in the processes of understanding reality gives such models an exceptional role in creating the necessary manipulative effect. Using metaphor in such a function is a way of reaching the manipulative effect which manipulator is implementing by creating new, striking metaphorical expressions or repeating well-known metaphors which became some kind of stereotypes.

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