Abstract
The paper aims to reveal specificity of the political metaphor functioning in the modern electronic media. Scientific originality of the study involves justifying the thesis that pragmatic functions of the political metaphor, its manipulative potential depend on the source sphere of metaphorical conceptualization. The conducted research allows drawing the following conclusions: military metaphors are among the most frequent ones in the modern electronic media, they perform basically the cognitive function; the expressive function is peculiar to sports metaphors, economic metaphors, anthropomorphic metaphors; the pragmatic function is characteristic for game metaphors and technological metaphors, the aesthetic function - for medical metaphors and nature-morphic metaphors.
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