Abstract: This article explores the functionality of political metaphor “Tyumen Matryoshka”. The research material contains the mass communication texts of the daily analytical newspaper, which a subsidiary of the “RosBusinessConsulting” media group (https://www.rbc.ru). The scientific novelty is defined by the need to examine and assess the external linguistic image of Khanty-Mansi Autonomous Okrug–Yugra through the metaphorical model. Analysis is conducted on the peculiarities of functionality of the political metaphor “Tyumen Matryoshka” based on the material of the regional mass media in the context of image identification of the region. Application of the set of techniques of linguocognitive modeling to description of the image of Khanty-Mansi Autonomous Okrug–Yugra reveals the structure of the object at hand, and allows concluding on its constructedness. Discursive analysis of the contexts determines 4 frames and 7 components that comprise the content of the political metaphor “Tyumen Matryoshka”. The acquired results prove the importance of practical typification of linguistic peculiarities of Yugra for the development of cultural and spiritual-moral potential, as well as integration of Khanty-Mansi Autonomous Okrug–Yugra into the global information and economic space. Discursive affinity of the obtained contexts is explained by the presence of metaphorical component "Tyumen Matryoshka" therein. The data acquired in the course of this study underlie the interdisciplinary, comparative, and typological research that would allow determining the general, the specific, and the unique in linguistic landscape of the region. The research perspective is dictated by the need for modeling the general linguistic image of Khanty-Mansi Autonomous Okrug–Yugra.