This article investigates the linguistic strategies employed in media discourse to construct and promote social justice narratives. Drawing on Critical Discourse Analysis (CDA) and cognitive linguistics, the study examines the role of metaphor, emotional language, rhetorical questioning, inclusive language, and narrative structures. The research demonstrates that these strategies are not merely stylistic devices but ideological tools that shape public perception and social engagement. Special attention is given to the media landscape of Uzbekistan, where discourse is closely intertwined with national values and state policies. The study highlights the ethical implications of linguistic choices and argues for responsible media communication.