THE USE OF METAPHOR IN POLITICAL DISCOURSE

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The use of metaphors in political discourse has long been recognized as a persuasive tool in shaping public opinion and constructing ideological frameworks. Political discourse, as a form of public speech, often relies on metaphors to convey abstract concepts, frame arguments, and engage audiences emotionally. This paper explores the cognitive and pragmatic aspects of metaphors in political discourse, emphasizing how metaphors shape political understanding and influence the way political realities are perceived. The study draws upon key works in cognitive linguistics, particularly those of  Lakoff and Johnson, and examines the metaphorical structures that underlie political communication. By investigating political metaphors such as "debate is war" and "time is money," the paper demonstrates how metaphors serve as powerful tools for framing political issues and influencing public perception. The findings highlight the dual role of metaphors in both simplifying complex political concepts and influencing the behavior of political actors and audiences.