ИСТИНА

Academic discourse is usually regarded as something stable, created according to the norms and standards of disciplinary scientific conventions. It occurs that modern academic discourse doesn’t look like that, because besides the criteria of theoretical interpretations, logical argumentation and terminological strictness represented in LSP, such kind of discourse represents human intellectual activity and creativity, which is sometimes expressed by metaphor and multimodality. The author thinks that even systemic-functional understanding of the author’s choices can’t solve the new forms and meanings. It is possible to represent these issues penetrating into the understanding of scientific construal of the sign choice and concept, fully associated with socio-cultural identity and human world vision. In the presentation several kinds of deliberate metaphor are discussed on the basis of cognitive and functional mechanisms that are observed in the material of written and oral academic discourse including profiling, image schemas, blending and mental spaces to show the dynamic role of human scientific knowledge.