Conceptual analysis of blog discourse as a tool for studying linguocultural models

The author examines in detail the developed methodology of conceptual analysis of blog discourse as a tool for researching linguocultural models of representation of basic social concepts. The relevance of the work is determined by the increasing role of digital communication, in which the value orientations of modern society are transmitted and formed. Blog discourse is viewed as a space of natural, non-institutionalized communication that allows the identification of current ways of conceptualizing social reality. The theoretical foundation of the study is based on the principles of cognitive linguistics, linguoculturology, and the theory of conceptual metaphor. The focus is on the process of verbalizing concepts in texts of internet communication, as well as the identification of cognitive mechanisms through which users of blog discourse interpret significant social phenomena and form collective representations of them within the framework of modern digital culture and network communication. The research methodology is based on the conceptual analysis of discourse and includes the formation of a corpus of blog texts, identifying nominative representatives of the concept, reconstructing conceptual metaphors, modeling associative fields, and comparative interpretation of the obtained data. The scientific novelty of the research lies in the development and systematization of a step-by-step methodology for the conceptual analysis of blog discourse, aimed at identifying cognitive and linguocultural mechanisms for the representation of social concepts in digital communication. The proposed model combines tools from cognitive linguistics and discourse analysis and involves the sequential identification of nominative representatives of the concept, reconstruction of conceptual metaphors, modeling of associative fields, and interpretation of the obtained data. The developed analytical model can be used in further research on blog discourse and other forms of internet communication, providing a comprehensive approach to the study of the processes of conceptualization and linguistic representation of socially significant phenomena in various linguocultures, and creating a reliable theoretical and methodological basis for subsequent comparative analysis of concepts in the modern digital environment.