Exploration of the role of metaphors and terminological borrowings in media discourse about doctors in military conflicts and hHumanitarian missions

this article is dedicated to studying the role of metaphors and terminological borrowings in shaping the media image of doctors who work in areas of military conflicts and humanitarian missions. The relevance of the work is determined by the need to understand how linguistic means influence the public perception of the profession, shaping the heroization, sacralization, or oversimplification of the complexity of medical work. The basis of the study is a qualitative analysis of media texts (news reports, interviews, documents from humanitarian organizations) using methods from discourse linguistics, as well as an interdisciplinary approach that includes psychological and socio-anthropological aspects. Special attention is given to metaphorical models and English-language terminological borrowings characteristic of international medical discourse. It has been found that dominant metaphors in the media are military ones (“fighters of the medical front”) and religious ones (“angels of mercy”), which heroize doctors while often ignoring the routine aspects of their work. Terminological borrowings (for example, “triage,” “medical convoy”) create a universal code for professionals; however, their incorrect use without explanations makes it difficult for the audience to understand. The analysis also showed that excessive emotional language can distort reality, forming unrealistic expectations of humanitarian missions. The study emphasizes the need for a balance between emotional engagement and ethical responsibility in media discourse. It is recommended to avoid excessive heroization, to reveal the meaning of borrowed terms, and to take into account the cultural characteristics of the audience. Special attention is paid to gender stereotypes (for example, the opposition of “feminine care” and “masculine heroism”) and the psychological consequences of incorrect use of metaphors for the doctors themselves.

media discourse, metaphorical models, terminological borrowings, heroization, humanitarian missions