IMPLEMENTATION OF CONCEPTUAL METAPHOR IN THE SPACE OF POLITICAL DISCOURSE

Abstract

The role of language in the formation of political ideologies is undeniable. Conceptual metaphors that link abstract political ideas to concrete experiences play a key role in political discourse. The article examines the key role of conceptual metaphor in the formation of political communication and public perception. Drawing on cognitive linguistics and political theory, the study examines how metaphors function as cognitive tools that structure abstract political concepts through familiar, tangible experiences. Key frames such as Politics as War, Nation as Family, and Economics as Health are analyzed to demonstrate their impact on policy-making, emotional resonance, and rhetorical strategies. The study brings together recent scholarly contributions, including those of Lakoff, Chilton, and Mussolf, to offer a comprehensive overview of metaphorical uses in political discourse. Cross-cultural comparisons reveal both universal and culture-specific metaphors, emphasizing their adaptability in different political systems. Case studies such as the US presidential debates, Brexit campaigns and climate change discourse illustrate the practical implications of using metaphors in different political contexts. The article emphasizes the cognitive and persuasive power of metaphors in mobilizing public opinion and legitimizing political plans. The paper also identifies the insufficient level of existing research, particularly in automated metaphor analysis and longitudinal studies, suggesting directions for future research. Combining linguistic and political perspectives, the study provides valuable information about the strategic implementation of conceptual metaphors in contemporary political discourse. In addition, this article examines how conceptual metaphors are incorporated into political communication, analyzing their impact on public opinion and policy-making. The study draws on linguistic and political theories to overcome misinterpretations of the dynamic interplay between language and politics.