Abstract: this article reveals the specifics of metaphor as a special means of social representation, as well as the potential possibilities of its application in the framework of psychological research, and identifies the mechanisms of the metaphorization process that allow reflecting the uniqueness of the phenomenon of the life path. The article presents research data on social representations of the life path expressed by means of metaphors in groups of students and respondents who completed their studies at the university. The study involved 267 respondents, of whom 101 were students and 166 completed their studies at the university. Both quantitative and qualitative methods are used. The results of the study were obtained using the content analysis method of data modification of the “Unfinished sentences” method proposed by A.A. Bochaver, implemented using software for quantitative and qualitative data processing, MAXQDA Analytics Pro 2018 Release 18.2.4.using the ZPTI method (F. Zimbardo), key differences in attitude to life time among students and respondents who completed their studies at the university were revealed.
Keywords: metaphor, social representations, life path, students, qualitative research methods