Kuzbass through Anthropomorphic Metaphors (Case Study of Institutional Administrative Discourse of Ministries in the Region)

Abstract

The present research featured the image of Kuzbass and its metaphorization in the institutional administrative discourse of official websites of seventeen regional ministries (2018–2021). Anthropomorphic metaphors appeared to dominate: the research revealed 137 anthropomorphic metaphors, which represented Kuzbass, as well as its governing bodies. The anthropomorphic metaphor was considered from a holistic viewpoint, which covered its psychophysiological, socio-cultural, and socio-economic aspects. The study relied on standard methods of synthesis and analysis, as well as linguistic methods of contextual and stylistic analyses, while the lexeme Kuzbass was described based on some elements of content analysis. The obtained results can help the regional authorities to monitor the difference between the targeted image of Kuzbass and the real situation. The anthropomorphic image of the region demonstrated such psycho-physiological characteristics of a person as mental abilities, will, feelings, a desire for improvement, the ability to plan, etc. In the socio-cultural aspect, Kuzbass was metaphorically presented as a hospitable and cheerful person who has a family, keeps traditions, and loves holidays. In the socio-economic sense, Kuzbass was personified as a reliable business partner who thinks about their own well-being and the well-being of the country.