METAPHORICAL MODELS IN POLITICS

Abstract

This paper approaches the topic of conceptual metaphor and political communication from a textual-linguistic, semantic, cognitive-linguistic and argumentative perspective. The manner of implementation of conceptual metaphors in the analysed sample is in direct relationship to the text form of Borčić, N., Kanižaj, I., Kršul, S.: Conceptual Metaphor in Political interview. The basic language, or textual function of a political interview is the informative-persuasive function. Political communication presents a form of interaction, i.e. public communication which develops through available linguistic knowledge in the area of political activity. The persuasive effect of political interviews builds on the original feature of rhetoric as the power of persuasion in truthfulness and correctness of what is being said. Issuers, i.e. politicians want to challenge the recipients' own interpretation through the offered conceptual statements. Scientists who deal with language policy and conceptual metaphors in a language find the subtle expression of emotions through the use of metaphor one of the essential characteristics of a successful persuasive political communication. Conceptual metaphors in that way shape the themes of a certain society and also affect social reality by emphasizing certain parts of the theme or approach to the theme. Use of conceptual metaphors makes it possible to point out that part of the target domain to which one wants to direct the attention of the recipient. Leading politicians should know how the nation "breathes" and the language should match the powers that they have and their positions.