Образ дома как способ интерпретации блогосферы: лингвокогнитивный аспект
The image of home as a way of interpreting the blogosphere: A linguocognitive study

Summary/Abstract: A linguocognitive analysis of the metaphor denoting home as a tool for conceptualizing the phenomenon of blogging was carried out. The results show that this metaphor is a complex and hierarchically organized cognitive construct. It comprises three key submetaphors, which together structure the perception of the blog’s virtual space by both bloggers and audience: architectural (the blog as a building), social (the blog as a place of residence), and constructional (blogging as creating and arranging a room). The architectural submetaphor gives a visual embodiment to the digital environment by comparing the blog to a real building with structure, boundaries, and functions. The social submetaphor focuses on the dynamics of human relationships within the blogosphere, where the participants adopt the roles of hosts, guests, residents, and neighbors. The above roles determine the social hierarchy and behavior scenarios in the digital community. The constructional submetaphor conceptualizes that blogging is a systematic and creative activity. Combined, the identified submetaphors fulfill the following important cognitive functions: they organize the intangible digital reality, establish the value-based oppositional characteristics of the blogosphere, and ultimately normalize blogging as a new social practice by representing the blog as a fully developed digital space for people to live and express themselves.

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