Abstract
This article explores the linguo-cognitive dimensions of media discourse,
focusing on how language functions as both a cognitive and communicative tool in shaping public perception. The study highlights the interaction between linguistic structures and cognitive mechanisms that underlie the production and interpretation of media texts. Particular attention is given to metaphor, conceptual framing, and evaluative strategies as means of influencing collective consciousness. The analysis demonstrates that media discourse operates
not only as a channel of information but also as a cognitive environment where meanings are constructed, negotiated, and ideologically marked. By employing insights from cognitive linguistics, discourse analysis, and pragmatics, the paper argues that media texts reflect and reinforce social knowledge, mental models, and cultural stereotypes. The findings contribute to a deeper understanding of the relationship between language, thought, and media in
contemporary communication.
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