Аннотация:This article is written at the intersection of linguistics, semiotics and ecology. Fire is seen as a conceptual metaphor reflecting national consciousness on the one hand and collective (ecological) consciousness on the other. Presented hierarchy of conceptual metaphors of fire reflects the overall dynamics of the processes of man cognition and interaction with the nature. The problem of the article also involves the study of fire as a mental construct, presented by verbal and non-verbal means in media space.