NOMINATIVE STRATEGIES IN THE CONSTRUAL OF THE ECOLOGICAL IMPERATIVE MEATLESS FUTURE IN ENGLISH MEDIADISCOURSE
DOI: 10.23951/1609-624X-2021-3-76-84
Introduction. The impact of the food practices on the environment and human health is an area that has been receiving much attention in media discourse. The paper views alternative food practices from a linguistic perspective. The study highlights nominative strategies in the construal of the positive image of the plant-based meat as a trendy meatless food product. The paper brings into focus the issue that plant-based eating can provide lower environmental impact. The paper considers the ways of shaping and interpreting the shift towards plant-based eating in English media discourse. Material and methods. The study discusses cognitive operations of categorization, conceptual integration, focus shift involved in positive image-building of meat alternatives as a relatively new product category. Results and discussion. Of central concern in the study is the issue of the environmental imperative that is incorporated in media discourse into promotion of meat-reduced or meatless products through highlighting its benefits for the environment. The study considers nominative aspects of categorizing meat substitutes as a novel food product. The paper discusses oxymoron nominations meatless meat, chicken-free chicken nuggets, non-meat burger in terms of conceptual integration. Conclusion. The author comes to the conclusion that oxymoron nominations like meatless meat, chicken-free chicken nuggets, non-meat burger are used in order to make the idea of reduced-meat consumption a more attractive option for consumers. The paper reveals the communicative function and pragmatic potential of the conceptual blend plant meat, meatless meat in shaping health and environmental benefits of a meat-free food style in media discourse.
Keywords: alternative construal of the world, nominative strategy, conceptual integration, oxymoron, ecological imperative, food practices
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Issue: 3, 2021
Series of issue: Issue 3
Rubric: GERMANIC AND COMPARATIVE LINGUISTICS
Pages: 76 — 84
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