Abstract
The article is devoted to the analysis of one of the concepts of new forms of political communication - SOFT POWER concept, introduced by Joseph Nye and representing a political metaphor. The authors analyze the history of the emergence and encyclopedic information about this concept. In the focus of our attention are the mechanisms of metaphorical representation of SOFT POWER concept. The most productive means of its objectification in the political media discourse is the subject metaphorical model. High frequency of the conceptual metaphor SOFT POWER → RESOURCE proves the “resource” understanding of “soft power”.
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