Keyword: «figurative word bear.»

This article was written in order to study the peculiarities of the use of the figurative word bear in the Russian media in recent years, to identify the dominant trends in its use, and to determine its role in the translation of national identity. The study revealed three main spheres of use of the linguistic unit in question: representation of Russia in the international arena, denotation of domestic politics and economy, reflection of cultural stereotypes and national identity. The results obtained can be used in the studies of linguocultural studies, media linguistics, as well as in the study of media language.