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

摘要

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”.