Abstract
This article focuses on the dynamics of metaphor in the English electronic discourse “Elections 2010-2012 in Ukraine”. It focuses on fading of metaphoric domains as a type of metaphoric dynamics. The article also analyses factors influencing the changes of metaphoric models in the English electronic mass-media. The aim of the article is to analyse fading of metaphoric domains as a type of metaphoric dynamic in the English electronic discourse “Elections 2010-2012 in Ukraine”. The following are the tasks of the investigation: consider fading of metaphoric domains within the scope presented by a sample of speech material from English language online mass media and characterize factors influencing this process. The research was carried out using such methods as metaphoric modeling in order to explain the mechanism of integration of donor and recipient domains, propositional modeling to identify the composition of propositions in the structures of knowledge about the signified, contextual-interpretational method to analyse textual fragments that contain metaphorical lexemes and componential analysis which makes it possible to identify direct meaning of lexical units under consideration and follow the way how they acquire new metaphorical meanings when borrowed from donor domains of CINEMA, LEGAL SYSTEM, FINANCE to the recipient domain of POLITICS. Consideration of metaphors English language electronic political discourse “Elections 2010-2012 in Ukraine” demonstrated the dynamic nature of metaphorical models analysed on the basis of fading of metaphorical domains. Metaphoric dynamics is motivated by different extra-linguistic factors related to realia and processes of political life, more specifically relations between main political leaders, political situation in the country, changes of power and peculiarities of election campaigns. It is seen as promising to describe in detail other types of metaphorical dynamic, analyze their cognitive background and systematize extra-linguistic factors.
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