‘A PIECE OF A PIE’ VISUAL FOOD METAPHOR IMPLEMENTATION IN THE NEWS PUBLICATIONS

Kamizi E.

Aim. This scientific article aims to study and describe the implementation of the visual food metaphor "a slice of cake" in polycode texts of media discourse. Methodology. The research of visual metaphors in media discourse involves the application of content and contextual analysis methods. The examination of its role in conveying meaning in internet communication is conducted through discourse and stylistic analysis. Results. Specific functional characteristics of the visual food metaphor ‘a piece of a pie’ and their connection to meaning transmission in internet communication are identified. An analysis of examples of using the visual food metaphor in financial news publications is presented. Research implications. The study's theoretical significance lies in consolidating scientific material on the topic and describing specific implementation features of the visual food metaphor in media discourse. The practical significance of this work lies in expanding scientific knowledge about the implementation of the visual metaphor as a component of polycode texts, contributing to the development of effective communication strategies.

Keywords:visual metaphor, food metaphor, media discourse, polycode text, news publications