OWN GOAL: COMPARISON OF MEDIAMETAPHORS IN UKRAINIAN AND POLISH JOURNALISM
Abstract
Metaphorical expressions play an important role in modern media language, especially in the headlines of articles. The article presents a comparative analysis of the use of the expressions "гра в одні ворота" / "grać do jednej bramki" and "гол у свої ворота" / "strzał do własnej bramki" in Ukrainian and Polish media.
The relevance of the topic is determined by the fact that metaphorical expressions, having a common origin in different languages, acquire unique shades of meaning depending on the context and national characteristics. The differences in the use of these phraseological units in the Ukrainian and Polish media spaces remain insufficiently studied.
The aim of the research is to conduct a broad sampling and comparative analysis of the use of the idioms "гра в одні ворота" (playing in one goal) / "grać do jednej bramki" and "гол у свої ворота" (own goal) / "strzał do własnej bramki" in the headlines of articles from Ukrainian and Polish media articles in order to determine their role in shaping the semantic load and emotional perception of texts.
The methodology is based on the use of typological, contextual and descriptive methods, which allowed a comprehensive analysis of the structure, semantics and functions of headlines. Modern approaches to content analysis were used, including an assessment of the effectiveness of the use of phraseological units as components of headlines. A wide range of materials from Ukrainian and Polish electronic media was used for the sample.
The results of the study showed that in Ukrainian media, the phraseological expression "гра в одні ворота" (playing in one goal) is used in the context of sports competitions and to denote unfair situations in politics, justice, and the economy, where one side has a significant advantage. In Polish headlines, the phrase "grać do jednej bramki" (playing to one goal) has a different meaning, emphasizing cooperation or collusion between different parties, often with hidden or conflicting interests, and is primarily used to describe situations of domestic or international cooperation. The metaphors "гол у свої ворота" (own goal) / "strzał do własnej bramki" (shot into one's own goal) symbolize a critical mistake or failure, where actions lead to negative consequences.
The research revealed both common and distinct features in the use of phraseological units in the Ukrainian and Polish media spaces, which are determined by cultural and linguistic characteristics. This emphasizes the need to take into account the national context when analyzing media texts and opens up new opportunities for further research in the field of intercultural communication and linguistics.
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