Metaphorical Conceptualization of the Concept of Siberia in Modern American Mass Media Discourse

Abstract

The paper focuses on application of conceptual blending theory to reconstruction of the region's media-image. The authors determine the peculiarities of perception of Siberia by the representatives of American culture; detect image-making and metaphorical potentials of the concept "Siberia". By the means of content analysis, the authors detect the mental spaces blended more frequently and explain how the constructed blends influence the image of Siberia. The methodology of the research may be used in PR or marketing practice for the purpose of place branding and creation of a country's positive image. This work was supported by the Russian humanitarian scientific fund (RGNF) under Grant 15-14-55002 "Reconstruction of Siberian Region Image".

Siberia's Sheregesh: Mountain Resort Image In Online Travel Reviews

“…The concept of an image is seen as a mental construct and should be analysed within the methodology of cognitive sciences (Bolshakova, 2016;Sushnenkova, 2011). As far as Siberia territory image studies are concerned, much has been done in terms of language and cognition based research, namely the insight into the phenomenon of stereotyping in image formation (Bolshakova, 2016;Kondrat'eva, 2018;Orlova & Ivanova, 2014;Sushnenkova, 2011;Terskikh & Malenova, 2015a, 2015b).…”

“…In the works, Terskikh and Malenova (2015a;2015b) attempted to reconstruct the image of Siberia within the framework of cognitive analysis. The authors assumed that over a long time, the perceived image of Siberia was shaped by negative, ironic attitudes and descriptions captured at the times of Stalin's Russia.…”

“…By applying language-based approach to the study of regional image-making the authors argue that current perceived image of Siberia needs urgent reframing and more global dissemination (Terskikh & Malenova, 2015a;2015b).…”