Forming a Culture-Centric Image of Russia Through Metaphorical Framing

The paper analyzes the opportunities of applying metaphorical framing in constructing a culturecentric image of Russia. Methodologically it relies on the conceptual metaphor theory elaborated by G. Lakoff and M. Johnson, according to which metaphor is a fundamental cognitive mechanism and enables us to understand and structure a more complex abstract target domain in terms of a more concrete familiar and embodied source domain. Metaphors perform a function of a framing tool: they establish frames and boundaries of human understanding of the world around; focus our attention on a posed problem; affect a recipient's attitude to phenomena, personalities, events foregrounding some the features of a target domain while overshadowing others. In this connection, by applying metaphorical framing one can single out certain aspects of the Russian reality making them salient, either appealing or repulsive, components of the Russian image. Metaphorical frames also enable to disguise some aspects of reality, thus constructing positive or negative attitudes to the country. The study emphasizes that, although the image of Russia within and outside the country is commonly constructed by referring to its political position, economic climate, its negative aspects do not seem to affect the attitudes to the Russian culture, and its development is seen as a process unfolding contrary to the current situation. The cultural component in the image of Russia is currently expressed vaguely, yet some research findings show a high potential for its application in constructing a positive image of Russia, including through metaphorical framing. Promoting a culturecentric image of Russia is possible through employing a range of metaphors such as Russia is a Spring, Russia is a Family and Russia is a Book. The paper concludes that metaphors tuned to the Russian culture will contribute to a change in the deeply rooted negative stereotypes about Russia, to constructing a modern, stable positive image of Russia comprehensible both within and outside the country. Metaphors are capable of stressing the country's openness to interacting with other peoples, its willingness and interest in cooperating with them.