REALIZATION OF “FOOD AS A SOURCE OF HEALTH” COGNITIVE MODEL

This article is devoted to the analysis of the cognitive and pragmatic factors of food representation in media discourse, as well as the peculiarities of the linguistic means of this representation. The study used the methodology of cognitive semantics and discourse analysis, including the method of cognitive modeling, the method of discourse analysis, the method of pragmalinguistic analysis, observation and description techniques. Cognitive and pragmatic aspects of food representation, in our opinion, belong to the extra-linguistic components of discourse. Filling the components of the cognitive model with certain content by means of linguistic units leads to the realization of the pragmatic goal of the journalist. For example, the component CHARACTERISTICS OF THE OBJECT (FOOD) through the media text is filled with information about color, composition, presence of additives, etc., which allows the reader to form a certain attitude towards food, which is discussed in the article.