Introduction. Cognitive linguistics believes that metaphor is a way of human thinking and a powerful tool for cognition. In other words, the theory of cognitive metaphor believes that metaphor is not only a rhetorical technique, but also a way of human cognition, which affects the form of human thinking. In news headlines, metaphors are even more commonly used. In the current rapid development of new media, the first visual impact of news headlines on the audience plays a vital role in the spread of articles and the amount of reading. Based on the theoretical framework of conceptual metaphor, this work compares the war metaphors in sports news headlines of Russian and Chinese of new media, attempting to analyze the similarities and differences in the use of metaphors, which helps illuminate the complex, dynamic, and nuanced functions of metaphor in cognition in sports news headlines, and in headlines of new media in particular. Material and methods. Since the 21st century, especially in the past 10 years, with the popularization of computers and the Internet, coupled with the technical support of 5G communications, new media has developed, popularized and improved rapidly. It has been favored by the public due to its timeliness, interactivity, and individuality. The Internet has gradually become the main news reading method for people. The purpose of this research is to study news headlines of new media, so the selected corpus comes from websites with higher clicking rate and more number of visits. Russian sports news headlines are selected from https://www.sport.ru/, and chinese news headlines are selected from https://sports.sina.com.cn/, and the news release time is from April to June 2021. During the study the comparative method was used along with the methods of analysis ans synthesis. Results and discussions. New media is relative to traditional media. Including all digital traditional media, online media, mobile media, digital TV, digital newspapers and magazines, etc. Compared with traditional media, in the new media era, people are not only receivers and consumers of information, but also producers and disseminators of information. Information dissemination in the era of new media is not limited by time and space, and is fast, fragmented, global and interactive. The news headline, located before the main body of the news, uses refined words to condense and summarize the news content and central ideas. In order to achieve a striking and unique effect, the font of the news headline is generally different from the main text, and the font size is also larger than that of the main text, whose function is to divide, organize, reveal, evaluate news content, and attract readers to read. By collecting and sorting out sports news on Russian-Chinese sports websites and analyzing the metaphors of war, we found that the root metaphor that sports games are war runs through sports news reports from beginning to end. The whole process of sports competition is metaphorically referred to as the process of fighting. The two sides of the game are the two sides of the battle, and the result of the game is the result of the battle. Conclusions. Metaphor is considered as an important content of rhetoric theory, a vital concept in the field of cognitive linguistics, and a way of thinking about the world. As a powerful tool for expressing complex things and thoughts. Metaphor is the regeneration mechanism of the language system. In the era of new media, as a traditional news medium, newspapers and periodicals remain different from other emerging media. The use of metaphors in news headlines makes the text more concise, powerful and vivid, and also gives vitality to the original news language, enhances the readability of the news. Different cultural backgrounds fully reflects the unique cultural connotations and ways of thinking of each nation, and the commonality of human cognitive experience is similar to the objective world on which they live. It provides a material basis for the production of the same or similar metaphorical concepts. The extensive use of "sports is war" metaphors in Russian and Chinese sports news reflects that war metaphors in sports news have cross-cultural commonality and universality in general, and their cognitive basis and functions also fully prove the metaphorical way of thinking. At the same time differences in cultural traditions and the social and geographical environment lead to significant differences between ethnic and even social groups in using metaphors
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"A CONTRASTIVE STUDY OF WAR METAPHOR IN RUSSIAN AND CHINESE NEWS HEADLINES OF NEW MEDIA IN THE CONTEXT OF CONCEPTUAL METAPHORS,"
Scientific reports of Bukhara State University: Vol. 5
, Article 7.
Available at: https://uzjournals.edu.uz/buxdu/vol5/iss4/7