The aim of this article is to give insights on the role and usage of metaphors in political communication. The article studies the use of conceptual metaphors by politicians in two different scenarios, namely election campaign and addresses of a prime minister to a global audience. Both these settings are important from political image building perspective. For studying political communication during election campaigns, we have examined the text of newspaper articles and social media handles of politicians. For analysing metaphors used while addressing an international audience, select speeches delivered abroad by Indian Prime Minister Modi have been studied. The analysis is carried out on the basis of Lakoff and Johnson’s Conceptual Metaphor Theory. For this, important metaphors are culled out and analysed, including POLITICS IS WAR, A POLITICIAN IS A WATCHMAN, WORLD IS COMMUNITY, WORLD IS FAMILY AND NATION IS PERSON.
AugustínM. (2015). The market metaphor as an issue of political language and practice. Politologický Časopis - Czech Journal of Political Science, 22(3), 238–254.
2.
AxfordB., & HugginsR. (2002). Political marketing and the aestheticisation of politics: Modern politics and postmodern trends. In O’ShaughnessyN. (Ed.). The Idea of Political Marketing, (pp. 187–207). New York: Praeger
3.
BarberB. (2003). Strong democracy: Participatory politics for a new age. Berkeley, CA: University of California Press.
4.
BorčićN., KanižajI., & KršulS. (2016). Conceptual metaphor in political communication. Zbornik Sveučilišta U Dubrovniku, 1, 73–94.
5.
BradyH. E., JohnstonR., & SidesJ. (2006). The study of political campaigns. In BradyHE and JohnstonR (eds). Capturing Campaign Effects, (pp. 1–26). Ann Arbor, MI: University of Michigan Press.
6.
BratožS. (2015). Metaphors in political discourse from a cross-cultural perspective. International Journal of Euro-Mediterranean Studies, 7(1), 3–23.
7.
BrugmanB. C., BurgersC., & SteenG. J. (2017). Recategorizing political frames: A systematic review of metaphorical framing in experiments on political communication. Annals of the International Communication Association, 41(2), 181–197.
8.
CammaertsB. (2012). The strategic use of metaphors by political and media elites: The 2007–2011 Belgian constitutional crisis. International Journal of Media & Cultural Politics, 8, 229–249.
9.
CapP., & OkulskaU. (Eds.) (2013). Analyzing genres in political communication: Discourse approaches to politics, society and culture. Amsterdam: John Benjamins.
10.
CarverT., & PikaloJ. (Eds.) (2008). Political language and metaphor: Interpreting and changing the world. London: Routledge.
ChiltonP. (2004). Analysing political discourse. London, UK; New York, NY: Routledge.
13.
CohenA. (1979). Political symbolism. Annual Review of Anthropology, 8(1), 87–113.
14.
DattaN. (2013). The language of Narendra Modi. Economic and Political Weekly, 48(18). Retrieved from https://www.epw.in/journal/2013/18/web-exclusives/language-narendra-modi.html
15.
DavidG., & FurkoB. P. (2015). The journey metaphor in mediatized political discourse. Acta Universitatis Sapientiae, Philologica, 7(2), 7–20.
16.
EhtreiberE. (2003). Everything for our Austria!’ The image of Austria in the government declarations of the Second Republic.
17.
FranklinB. (1994). Packaging politics: Political communication. Britain’s Media Democracy. London: Edward Arnold.
18.
Gavriely-NuriD. (2014). Collective memory as a metaphor: The case of speeches by Israeli prime ministers 2001–2009. Memory Studies, 7(1), 46–60.
GibsonC. B., & Zellmer-BruhnM. E. (2002). Minding your metaphors: Applying the concept of teamwork metaphors to the management of teams in multicultural contexts. Organizational Dynamics, 31(2), 101–116.
21.
GluckbergS., KeysarB., & McGloneM. S. (1992). Metaphor understanding and accessing conceptual schema: Reply to Gibbs. Psychological Review, 99(3), 578–581.
22.
GuenthnerF. (1975). On the semantics of metaphor. Poetics, 4(2–3), 199–220.
23.
GuptaU.D. (November, 2017). Rahul Gandhi 2.0 has discoverd a visceral sense of humour. Business Standard. Retrieved from https://www.business-standard.com/article/current-affairs/gabbar-singh-fear-and-fearlessness-117102700400_1.html
24.
HabermasJ. (1996). Between facts and norms. William Rehg (trans.) Cambridge: Polity.
25.
HarropM. (1990). Political marketing. Parliamentary affairs, 43(3), 277–291.
26.
HennebergS., & O’ShaughnessyN. J. (2007). Theory and concept development in political marketing: Issues and an agenda. Journal of Political Marketing, 6(2), 5–31.
27.
HennebergS. C., ScammellM., & O’ShaughnessyN. J. (2009). Political marketing management and theories of democracy. Marketing Theory, 9(2), 165–188.
28.
Himachal elections: Congress likens Narendra Modi’s ‘mitron’ to Gabbar Singh’s ‘kitne aadmi the’. (November, 2017). Indian Express. Retrieved from https://indianexpress.com/elections/himachal-pradesh-assembly-elections-2017/himachal-pradesh-elections-congress-likens-narendra-modis-mitron-to-gabbar-singhs-kitne-aadmi-the-4923797/
29.
HiralD., AurangzebN., & KumarU. (2017, November). Gujarat assembly elections 2017: How jokes and jibes on social media are adding edge to campaigning. Hindustan Times. Retrieved from http://www.hindustantimes.com/assembly-elections/for-gujarat-elections-parties-mix-jokes-and-jibes-to-duel-on-social-media/story-megjy3H59KVoiwkNmOTL0H.html
30.
KaidL. L. (Ed.) (2004). Handbook of political communication research. Mahwah, NJ: Lawrence Erlbaum.
31.
KlemmW. R. (2007). What good is learning if you don’t remember it?Journal of Effective Teaching, 7(1), 61–73.
32.
KövecsesZ. (2008). Conceptual metaphor theory: Some criticisms and alternative proposals. Annual Review of Cognitive Linguistics, 6(1), 168–184.
33.
LakoffG., & JohnsonM. (1980). The metaphorical structure of the human conceptual system. Cognitive Science, 4(2), 195–208.
34.
LandauM. J., & KeeferL. A. (2015). The persuasive power of political metaphors. In Social psychology and politics (pp. 145–158). New York, NY: Psychology Press.
35.
LandtsheerC. L. D., De VriesP., & VertessenD. (2008). Political impression management: How metaphors, sound bites, appearance effectiveness, and personality traits can win elections. Journal of Political Marketing, 7(3–4), 217–238.
36.
Lees-MarshmentJ. (2001). The marriage of politics and marketing. Political Studies, 49(4), 692–713.
37.
LumbyJ., & FenwickW. (2003). The presence and power of metaphors. In Leadership as Lunacy: And other metaphors for educational leadership (pp. 1–9). Thousand Oaks, CA: SAGE Publications.
38.
MiederW. (2010). The golden rule as a political imperative for the world president Barack Obama’s proverbial messages abroad. Millî Folklor, 22(85), 26–35.
39.
MillerE. F. (1979). Metaphor and political knowledge. The American Political Science Review, 73(1), 155–170.
40.
MioJ. S. (1996). Metaphor, politics, and persuasion. In MioJ.S. & KatzA.N. (Eds.), Metaphor: Implications and Applications (pp. 127–146). Mahwah, NJ: Lawrence London: Erlbaum Associates, Inc.
41.
MioJ. S. (1997). Metaphor and politics. Metaphor and Symbol, 12(2), 113–133.
42.
MusolffA. (2004). Metaphor and political discourse: Analogical reasoning in debates about Europe. Basingstoke, UK: Palgrave Macmillan.
43.
MusolffA. (2016). Political metaphor analysis discourse and scenarios. London: Bloomsbury Academic.
44.
Neech, Aurangzeb, Chawkidar: A recap of Gujarat’s slur fest (2017, December). The Economic Times. Retrieved from https://economictimes.indiatimes.com/news/politics-and-nation/gujarat-elections-chawkidarauragzeb-neech-heres-how-the-word-war-looked-like-in-gujarat/gujarat-election2017/slideshow/62056387.cms
45.
NewmanB. I. (1999). Handbook of political marketing. Thousand Oaks, CA: Sage Publications.
46.
NimmoD. D., & SandersK. R. (Eds.) (1981). Handbook of political communication. Sage Publications.
47.
NorrisP. (2002). Democratic phoenix: Reinventing political activism. Cambridge, MA: Cambridge University Press.
48.
O’CassA. (2001). Political marketing-An investigation of the political marketing concept and political market orientation in Australian politics. European Journal of Marketing, 35(9/10), 1003–1025.
49.
O’ShaughnessyN. J. (1990). The phenomenon of political marketing. London: Macmillan.
50.
OrmrodR. P., HennebergS. C., & O’ShaughnessyN. J. (2013). Political marketing: Theory and concepts. Sage Publications Limited.
51.
OttatiV., RenstromR., & PriceE. (2013). The metaphorical framing model: Political communication and public opinion. The Power of Metaphor, 1–36.
52.
OttatiV., RenstromR., & PriceE. (2013). The metaphorical framing model: Political communication and public opinion. In LandauM., RobinsonM. & MeierB. (Eds). The Power of Metaphor: Examining its influence on social life (pp. 1–36). Washington DC: APA Press.
53.
PantP. (November, 2017). In poll-bound Gujarat, ‘Gabbar Singh’ and ‘Thakur’ came together to protest GST. NDTV Retrieved from https://www.ndtv.com/offbeat/in-poll-bound-gujarat-gabbar-singh-and-thakur-came-together-toprotest-gst-1781512
54.
PostmanN. (1985). Critical thinking in the electronic era. National Forum, 65(1), 4–8, 17.
55.
PreteM. I. (2007). M-politics: Credibility and effectiveness of mobile political communications. Journal of Targeting, Measurement and Analysis for Marketing, 16(1), 48–56.
56.
RoskinM. G., CordR. L., MedirosJ. A., & JonesW. S. (Eds.). (2000). Political science: An introduction. (7th ed.). Upper Saddle River, NJ: Prentice Hall.
57.
ScammellM. (2016). Designer politics: How elections are won. London: Palgrave Macmillan.
58.
SchäffnerC. (Ed.) (1997). Analysing political speeches. Multilingual Matters. London: Short Run Press Ltd.
59.
ScottA. M. (1970). Competition in American politics: An economic model. New York: Holt, Rinehart and Winston.
60.
SteenG. J., DorstA. G., HerrmannJ. B., KaalA. A., & KrennmayrT. (2010). Metaphor in usage. Cognitive Linguistics, 21(4), 765–796.
61.
TrentJ., & FriedensbergR. (2000), Political campaign communication: Principles and practices. Westport, CT: Prager Place of Publication.
62.
VestermarkI. (2007). Metaphors in politics: A study of the metaphorical personification of America in political discourse, An Extended Essay. Lulea University of Technology and Culture.
63.
WangJ. (2016). A new political and communication agenda for political discourse analysis: Critical reflections on critical discourse analysis and political discourse analysis. International Journal of Communication, 10, 19.
64.
WarnerB. R., & BanwartM. C. (2016). A multifactor approach to candidate image. Communication Studies, 67(3), 259–279.
65.
WilliamsA. N. N. E. (2013). Metaphor, media, and the market. International Journal of Communication, 7, 1404–1417.
66.
ZaltmanG. (2003). How customers think: Essential insights into the mind of the market. Harvard Business Press.
67.
Retrieved from http://www.business-standard.com/article/current-affairs/gabbar-singh-fear-and-fearlessness117102700400_1.html
68.
Retrieved from https://www.ndtv.com/offbeat/in-poll-bound-gujarat-gabbar-singh-and-thakur-came-together-toprotest-gst-1781512
69.
Retrieved from http://indianexpress.com/elections/himachal-pradesh-assembly-elections-2017/himachal-pradeshelections-congress-likens-narendra-modis-mitron-to-gabbar-singhs-kitne-aadmi-the-4923797/
70.
Retrieved from http://www.hindustantimes.com/assembly-elections/for-gujarat-elections-parties-mix-jokes-and-jibes-to-duel-on-social-media/story-megjy3H59KVoiwkNmOTL0H.html
71.
Retrieved from https://economictimes.indiatimes.com/news/politics-and-nation/gujarat-elections-chawkidarauragzeb-neech-heres-how-the-word-war-looked-like-in-gujarat/gujarat-election2017/slideshow/62056387.cms
72.
Speeches extracted from Narendra Modi offical website. Retrieved from https://www.narendramodi.in/category/text-speeches
