PERSUASIVE POTENTIAL OF POLITICAL AND ECONOMIC METAPHORS IN CONTEMPORARY MEDIA DISCOURSE

The article explores the persuasive potential of political and economic metaphors in contemporary media discourse with the examples from Russian, English, and Spanish press. It analyzes the types of metaphors in a cross-cultural context and their role in shaping public opinion and political and economic rhetoric. Particular attention is paid to the mechanisms of persuasion, the emotional activation of the listener, and the manipulation strategies implemented through metaphorical language. Using linguistic, cognitive, and discursive approaches, the authors compare the conceptual metaphors used and elucidate their characteristics across different linguistic and cultural frameworks. The work aims to deepen the understanding of the relationship between language, culture and social practices in the field of media communications and to identify universal and national features of persuasive strategies. The obtained results contribute to the development of a theoretical basis and practical recommendations for the use of metaphors in the public sphere and mass media.