Рохлина Е.К., Голубева С.Л. Метафора как средство создания манипулятивных эффектов (на примере «зеленой энергетики»)

The purpose of the paper is to identify peculiarities in the conceptual content and the use of the metaphor “green energy”, as employed by the media to promote the construction of alternative energy plants. The media coverage and promotion of alternative forms of generating energy in the paradigm of eco-production and combating climate catastrophe underpin the relevance of the study. The present study incorporates an interdisciplinary approach, implementing a comparative analysis of naturomorphic metaphors with the component green used in specific socio-cultural contexts across different languages. This approach serves to enhance the novelty of the study. In addition, the associations with the adjective green (in both masculine and feminine forms) recorded in dictionaries are compared with the data received in the survey on the associations of Russian-speaking respondents. The results of the analysis of survey data and expert interviews illustrate the manipulative potential of colour metaphors to promote specific political and social phenomena that are beneficial to businesses. The authors' perspective for future research is to implement focus group methods to develop strategies to resist metaphorical manipulation. In addition, the proposal entails a modification to the manner, in which associations are documented and exhibited within lexicons. Key words: colour metaphor, metaphoric associations, manipulation, green energy, perception changing factors.