CONCEPTUAL METAPHOR IN POLITICAL COMMUNICATION

Abstract

Conceptual metaphors are considered as effective linguistic formulas for achieving the persuasive language function. This paper approaches the subject of conceptual metaphor and political argumentation through the prism of synergies of the political topic, affirmative or negative communication of main ideas related to the topic, the use of conceptual metaphor as a persuasive rhetorical strategy and the type of argumentative claim. Research was conducted on the sample of 13.338 words from two political interviews with Ivo Josipović in a weekly talk show Nedjeljom u dva (Sundays at two) broadcast on Croatian Radio Television Channel 1 (HTV 1) in 2009 and 2012. The research results show that the most frequently used conceptual metaphors in analysed corpora are the linguistic realizations of metaphors from the source domains of personification, reification and journey. These linguistic metaphors are mostly identified in the claims of value. The analysis also indicates that these claims are predominantly affirmative.