Perswazyjność komunikatu medialnego z elementem intertekstualnym
Persuasiveness of a media message with an intertextual element

Summary/Abstract: The aim of this article is to present the persuasive potential of proper names in media communication. A qualitative discourse analysis from an onomastic perspective is presented on the example of the biblical names David and Goliath, which replaced the names of the countries involved in the armed conflict: Ukraine and Russia. The presence of biblical anthroponyms contributes to shaping the perception of news, valuing the actions of both sides. The mechanism of the impact of the conceptual metaphor was also discussed on the example of the Russian role reversal narrative using the analysed anthroponyms. The persuasive and manipulative potential of biblical metaphor was also confirmed in translations of excerpts of statements containing biblical names in Polish news services. The analysed anthroponyms play an important role in media messages due to their naming connotations and the fact that the recipient of the message independently reproduces and simultaneously creates certain patterns in the new contextual environment, resulting from the mental frame activated on the basis of key words.

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