The article considers the issues of cognitive metaphors in medical terminology and its metaphorization as exemplified by the usage of medical terms in English media. The role of cognitive metaphors in understanding and reflecting the world around by a human being has been the subject of numerous scientific researches. However, the aspect of metaphoric naming of the scientific objects in media texts on medical theme, transformations of the meaning of a medical term and the degree of their influence in constructing the images remains underinvestigated. The present paper distinguishes four communicative objectives: to call on vaccination, to create a positive image of vaccination, to affect and intimidate human’s mind, as well as to warn on possible virus consequences. To achieve these goals in media the manipulation tools should be selected correctly, the cognitive metaphor as a cognitive-semantic device of impacting people suits these objectives perfectly.
For citation:
Manik S.A., Korytova D.V. Cognitive metaphor in medical terminology in English media, Ivanovo State University Bulletin, Series: Humanities, 2023, iss. 1, pp. 46—54.