• The second type is using the name of the object instead of the object's user.

The audience was mesmerized by the mandolin that night (The Wall Street Journal, «Crossing Music Row», April, 30, 2012)

• moreover, the controller can act as a substitite for the controlled, for instance if we talk about military actions.

State media coverage of protests is more limited, and on Sunday Kremlin channels gave emphasis as well to a festive pro-Putin rally and pop concert at Moscow's Victory Park—a site dedicated to Russia's defeat of Napoleon in 1812. (The Wall Street Journal, «Thousands Protest Putin Inauguration», May, 6, 2012)

• The name of the institution can be used instead of the people responsible for some action

The AP said it learned of the alleged plot the previous week but had agreed not to publish for several days because the White House and the CIA said the intelligence operation was still under way. (The Wall Stree Journal, «Charges sought in plot leak», May, 13, 2012)

• authors of newspaper articles can replace the name of the event with the date or the place associated with the event

«Anger, sighs as 9/11 families watch terror hearing» (The Wall Street Journal», May, 6, 2012)

From the cognitive point of view, the whole perception of the world is metonymical as we cannot perceive all at once. Therefore, metonymy can be regarded as means of simplifying, on the one hand, and as means of imposing this simplified image on the readers. In context of mass-media, metonymy is extremely useful as avoids confusion of the readers, for instance, it is simple to state that the Kremlin disagreed with the US foreign policy, than name the person responsible in the Russian government, and offer additional explanation.

As metaphors, metonymy can operate on the orientational basis. In the Washington Post an article was posted before the election on October 26th 2008 by Mike Allen, it was written “Things are trending back for McCain. His numbers are rising and Obama's are dropping on a daily basis.” The general theory about metonymy is that our mind perceives only parts of the whole image. Thus, the journalist used the metonymy of numbers going up and going down, which is a way of talking about someone’s popularity. It has previously been descibed in the chapter about metaphor, however in this situation, the use of the word numbers conceals a number of concepts. Firstly, it is a sign of growing popularity, however, the author did not mention the whole picture – if these are the votes from the so called undecided voters, or the conservative voters return to him. What the public sees when reading such articles is the growing popularity of one candidate, and the fall of popularity of the other one.

Metonymy can serve as means of dehumanization. For instance, in the article from April 25th 2011 published in the Guardian (http://www.guardian.co.uk/commentisfree/2011/apr/25/united-states-troop-presence-iraq-long-term) the author is saying “Stretched close to the limit by combat in Afghanistan and determined not to get into a ground war in Libya, the Pentagon is stepping up the pressure to maintain a huge US troop presence in today's largely peaceful Iraq”. Therefore, in public’s perception personal responsibility is substituted for the collective one.

Linguistically speaking, having a target to direct all the negative emotions towards is a positive thing both for the governments and for the mass-media. It directly inspires the notions of a righteous cause. It helps people to justify their opposing, or being for a certain subject, plus it offers the opportunity to create a simple, binary world.

The usage of metonymy can demonize and vilify, especially this can be traced when the name of the company features instead of the people responsible for some action and, therefore, everyone who works in the company is made responsible for what happened. Linguistically speaking, it is a personification of some threat or crisis. People need a personified enemy, thus metonymy is a very useful tool for journalists, and an interesting subject for linguists.

On the whole, metonymy is a significant means of building up imagery, besides that it usually concerns concrete objects which are generalized. Inasmuch as metonymy shows a property or an essential quality of the concept, it discloses relation between the thing as a whole and a feature of it which may be regarded as part of it.