Metaphorical Modelling of the Image of Pavel Durov in the Russian and English Language Media Discourse

Abstract

This article carries out a comparative cognitive study of metaphorical models used in the Russian and English language media to shape the image of Russian entrepreneur and founder of the social platforms “VKontakte” and Telegram Pavel Durov. The aims of this study are to identify and describe metaphorical models used to conceptualize the image of Pavel Durov in Russian and foreign media discourse. This research is based on the provisions of the conceptual metaphor theory and includes the methods of continuous sampling, component and frame analysis, as well as comparative and statistical methods. The primary research material includes metaphors that depict the activities of Pavel Durov presented in foreign and Russian media texts published in RIA Novosti, Kommersant, The New York Times, The Guardian, Lenta.ru, CNN, Aljazeera.com, etc. from 2018 to 2025. The analysis conducted has shown the similar tendency of sociomorphic metaphors’ predominance in both media but with different connotations: Russian language media texts tend to depict a negative image of Pavel Durov while English language media reveal him as a contradictory image combining the elements of glorification and criticism. Metaphorical modelling of the image of Pavel Durov in the Russian and English language media represents itself as a powerful tool of shaping public opinion by reflecting not only Durov’s real deeds but also some cultural stereotypes, social expectations and media tendencies. The obtained results underline the importance of a critical approach towards metaphors interpretation in media discourse, their role in shaping public personalities’ images and may be useful in conducting further research of media images’ metaphorical modelling.