CONCEPTUAL METAPHORS IN THE MEDIA DISCOURSE OF WAR AND CRISIS COMMUNICATIONS: A COGNITIVE TOOL FOR BUILDING NATIONAL RESILIENCE

Abstract

In contemporary Ukrainian media discourse, shaped by large-scale military aggression and informationpsychological operations (IPSO), conceptual metaphors function as a crucial cognitive instrument. The research problem arises from the need to systematically examine how implicit metaphorical systems influence both rational and emotional decision-making processes among media audiences and within official communication, particularly in the context of crisis management and counter-propaganda efforts. A review of recent scholarship (Lakoff, Johnson, Foucault, and Ukrainian linguists) indicates that metaphors operate as fundamental mental models through which individuals conceptualize abstract phenomena such as war, aggressor, and national resilience. Nevertheless, the dynamics of the deliberate use of metaphorical framing to mobilize public consciousness and maintain trust in times of national crisis remain insufficiently explored. The purpose of this article is to identify and conduct a cognitive-pragmatic analysis of the dominant conceptual metaphors present in Ukrainian crisis communication discourse during the Russian–Ukrainian war, and to provide a theoretical rationale for their impact on shaping cognitive resilience and national unity. The analysis focuses on metaphorical models such as nation is a family/home and enemy is a pathogen/evil, among others. The home metaphor fosters societal consolidation through shared values of protection, solidarity, and mutual assistance, while the pathogen metaphor contributes to the dehumanization of the aggressor and legitimizes decisive defensive actions. These findings suggest that, under wartime conditions, metaphors are strategically employed to reduce complexity, establish binary oppositions, and reinforce a sense of collective agency and moral clarity. The conclusions support the hypothesis that conceptual metaphors function as key mechanisms in the social construction of reality. Their systematic study is essential for enhancing media literacy, strengthening strategic communications, and fostering cognitive and national resilience in the face of hybrid warfare.