Keywords
conceptual metaphor, self-branding, identity, Uzbek freelancers, linguistic representation
How to Cite
Meliyeva Sevara Faxriddin’s daughter. (2025). LINGUISTIC REPRESENTATION OF IDENTITY THROUGH CONCEPTUAL METAPHORS IN UZBEK FREELANCERS’ BRANDING. GREAT BRITAIN - SCIENTIFIC REVIEW OF THE PROBLEMS AND PROSPECTS OF MODERN SCIENCE AND EDUCATION, 1(6), 4-5. https://e-conferences.org/index.php/GB/article/view/333
Abstract
This research investigates how conceptual metaphors are employed by Uzbek freelancers to construct and project their professional identities in online platforms. The study draws on the theoretical framework of Conceptual Metaphor Theory (Lakoff & Johnson, 1980), emphasizing how metaphorical language shapes self-branding narratives. Data were collected from 30 Uzbek freelancers’ profiles on popular platforms such as Upwork, Fiverr, and local freelance networks. The analysis reveals that identity construction often relies on metaphors related to journey, growth, and craftsmanship, highlighting the role of culturally rooted conceptualizations in self-promotion.