ROLE OF THE METAPHOR IN THE LANGUAGE OF THE KAZAKH MASS MEDIA

Abstract

The linguistic nature of the metaphor was being discussed in this article. The description of the metaphor in the modern mass media is given, the features of its functioning in the mass media are revealed. Some Kazakh journalistic texts from the media, including electronic publications of the major news Internet portals: Kazinform, Tengrinews.kz, Vesti.kz, Bnews.kz had been the material basis of the following research. According to the semantic classification metaphors can be grouped according to the topic of comparison: political, financial, medical, military figures of speech and etc. Due to the fact that the subject of our study was journalistic texts, we considered the metaphor on the material of modern media, where metaphor is an increasingly developing phenomenon.

The relevance of the proposed study is that recently the effectiveness of the use of metaphor has increased, and the functioning metaphorical imagery reacts to current events in the country and the world in accordance with current trends in the language. As a result of the analysis it was found that in order to have a more effective impact on the recipient and achieve the maximum result, vocabulary, which is uncharacteristic, sometimes even unacceptable for journalism, is increasingly included in the metaphor in modern media. Jargon, youth slang, and vernacular words and expressions are used in the transforming of the incomprehensible and miscellaneous narratives into the more evident report for an uninterested audience. In addition, thanks to the metaphor use, the journalistic texts become much more expressive, and it is introducing some new expressions into the language, so the publications can further educate and enlighten their readers. Thus, the study of the language of the media today is the new promising area of the linguistic research.