Selling Values via Political Metaphor: Comparison of Metaphor Usage in Serbian and American Daily Press

Figar, Vladimir (2013). Selling Values Via Political Metaphor: A Comparison of Metaphor Usage in Serbian and American Daily Press. In: Jezik, književnost, vrednosti - Jezička istraživanja, Mišić-Ilić, Biljana and Vesna Lopičić, eds., 339-351. Niš: Filozofski fakultet, Univerzitet u Nišu.

15 Pages Posted: 12 Jul 2014

See all articles by Vladimir Figar

Vladimir Figar

University of Nis, Faculty of Philosophy, English Department

Date Written: 2013

Abstract

Situated in the wider theoretical framework of the Conceptual Metaphor Theory (Lakoff & Johnson 2003 [1980]), complemented by Critical Metaphor Analysis (Charteris-Black 2004), and following the main guidelines of Contrastive Analysis (Đorđević 2004), this paper will engage in the exploration of the role of conceptual metaphors in political discourse. The corpus will consist of conceptual metaphors from Serbian and American daily newspapers. Through an inter-lingual analysis, this paper will attempt to answer the question of whether there are any culture-specific elements in the use of these metaphors in the two languages. The collected metaphors will also be compared in terms of equivalence at the level of metaphor keywords. Another important issue that will be tackled is the role of political metaphors in promoting values of various kinds.

Keywords: conceptual metaphor, image schema, frames, values, contrastive analysis

Suggested Citation

Figar, Vladimir, Selling Values via Political Metaphor: Comparison of Metaphor Usage in Serbian and American Daily Press (2013). Figar, Vladimir (2013). Selling Values Via Political Metaphor: A Comparison of Metaphor Usage in Serbian and American Daily Press. In: Jezik, književnost, vrednosti - Jezička istraživanja, Mišić-Ilić, Biljana and Vesna Lopičić, eds., 339-351. Niš: Filozofski fakultet, Univerzitet u Nišu., Available at SSRN: https://ssrn.com/abstract=2464974

Vladimir Figar (Contact Author)

University of Nis, Faculty of Philosophy, English Department ( email )

Cirila i Metodija 2
Nis, 18000
Serbia

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