АКСІОЛОГІЧНА МЕТАФОРА В КОНТЕКСТІ РОСІЙСЬКО-УКРАЇНСЬКОЇ ІНФОРМАЦІЙНОЇ ВІЙНИ

Оbjective of the article is to study theoretical and applied aspects of metaphor core potential realization on the example of media texts on the subject of Ukrainian-Russian re-lations of 2014-2016 years. Methods. During the research the following methods are applied: descriptive, quantitative and contextual analysis; complex cognitive-discursive technique, including conceived and metaphoric modeling followed by accompanied semantic-cognitive analysis and linguoculturological characteristics of the phenomenon under study. Results. The author analyses and generalizes the latest advances in study of me-taphor as a verbalized way of world perceiving and consciousness, as a universal cognitive mechanism. The author considers various approaches to cognitive metaphors classification, on the basis of which offers literary interpretation of the notion of «axiological metaphor». The main verbal mechanisms of different metaphorical models creation and their axiological status are defined. The most productive mechanisms for structuring, under-standing, core characteristics of social and political realia in terms of information war are determined. Dependence of axiological focus of metaphor on value of priorities, political views and personal features of speakers, definite social factors, ethnic and cultural stereo-types, mythologemas, archetypes of collective unconscious are deducted.