THE CONCEPT OF “HOME” AS A BASIS FOR THE FORMATION OF REGIONAL IDENTITY IN MEDIA DISCOURSE (BASED ON THE TELEGRAM CHANNEL “BASHKIRSKY DOMOVOY”)

Abstract

The aim of the study is to conduct a comprehensive linguistic analysis of the representation and functioning of the key linguocultural concept "HOME" in the discourse of the regional Telegram channel "Bashkirsky Domovoy." The research employs methods of conceptual analysis, metaphorical modeling within the framework of the theory by G. Lakoff and M. Johnson, as well as elements of speech genre theory and linguistic observation. Based on a corpus of over 2000 messages from 2019 to 2026, the structural components of the concept, the main metaphorical models ("region – home," "problems – disorder," "development – renovation"), and their linguistic representations are identified. The scientific value of the study lies in its contribution to the development of media linguistics and digital regional studies, demonstrating the mechanisms of adapting traditional cultural concepts to new media. The results show that the concept of "home" serves as the basis for the formation of a common regional identity, softening social criticism, and consolidating the local community. The conclusions of the work can be applied in further research on media discourse, regional identity and politics, as well as in the practice of designing communication strategies for local media.