MULTIMODAL METAPHTONYMY AS A MEANS OF CREATION OF A NATIONAL IMAGE

Abstract

The article presents a review of the modern linguistic theories of metaphtonymy in the cognitive and linguoculturological aspects and studies the interaction between metaphor and metonymy. Metaphtonymy does not only have a contextual meaning but, as a global method of conceptualization of reality and a way of reasoning, is capable of expressing and forming the national linguistic worldview, national mentality and national image. The article specially focuses on multimodal (multimedia) metaphtonymy which is created through using various methods of content representation (juxtaposition of texts, images, music, films, etc.). Multimodal metaphtonymy can be regarded in the following aspects: linguistic proper (as an element of text generation typical of the national language); cognitive; communicative (as a means of translation of value-sensitive meanings from the author to the addressee): discursive (as a means of bringing together artistic and publicistic discourses aimed to translate value-sensitive benchmarks). In order to be able to interpret and analyze the associations which are formed between the source domain and the target domain it is necessary to be aware of the cultural and national background of the author who uses metaphtonymy. Semantic transformations involved in the phenomenon under study are characterized by attenuation of the denotative semantic components and reinforcement of the secondary components which serve the process of semantic agreement. The growing number of works devoted to metaphtonymy may be attributed to the problematic issue of distinguishing between metaphor and metonymy which are conceptual in their essence, may become part of the national-cultural corpus and, consequently, can begin to be unconsciously used ready-mage, become “trite” and be conventionalized. Being based on the multitude of various nationally specific images created by metaphors and metonymies which perform the textual functions of individualization and characterization, multimodal metaphtonymy is capable of realizing the cognitive function - can conceptualize new knowledge and create new perspectives for realization of reality and national image.