The case of romantic relationships: analysis of the use of metaphorical frames with ‘traditional family’ and related terms in political Telegram posts in three countries and three languages

Abstract Language technology – starting from the handwriting in early ages of humanity and perfectionated in the age of social media and micro-targeting - is used to gain and maintain power, and to rebel against it. Social media such as Telegram provide a safe space for freedom fighters in authoritarian regimes but also offer a stage for extremist, aggressive and manipulative content. This work uses romantic relationships as an example topic. The article discusses how the language used shapes the interpretation of political reports based on literature. Further, this work analyses metaphorical frames around the concepts related to romantic relationships and family in influential news outlets from three countries in three languages. The analysis shows that conservative political actors use similar metaphorical frames for relationship-related concepts such as LGBT and ‘traditional family’, and with similar, manipulative purposes. The results suggest that anti-democratic discourses build on exploitation of social categories rendered subordinate to men in a similar way across conservative movements. However, changes in political leadership can facilitate societal changes towards more open and more democratic societies, but they can also change cultures and traditions to suit power interests.