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• Cognitive Models of the Concept of “Normality”

  Nava Vanda Sahverdova

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  This study examines the concept of “normality” in contemporary Russian public discourse of recent decades in the context of uncertainty in normative frameworks. In contrast to the previously analysed construction “new normality,” which exhibits a marked and metalinguistic function, “normality” functions primarily as a background cognitive-discursive category, serving as a tool for evaluation and categorization. The data for the study is drawn from the RuTenTen corpus. The methodological framework is based on cognitive-discursive analysis aimed at identifying typical patterns of usage and reconstructing the conceptual structure. The analysis reveals the main cognitive models of the concept of “normality,” including spatial, scalar, processual, and institutional metaphors, as well as models of masking, simulation, and axiological inversion.