METAPHORS IN POLITICAL DISCOURSE: FUNCTIONS AND STRATEGIC USES IN SHAPING PUBLIC OPINION

Metaphors serve as a powerful tool in political communication, performing multiple critical functions. Political figures utilize metaphors to simplify complex concepts and shape public opinion. Metaphorical language creates vivid images that evoke emotional responses from audiences. In political discourse, metaphors fulfill pragmatic, cognitive, emotional, and representational functions, aiding in the structuring of political reality and making abstract ideas more accessible. This paper explores the use of metaphors in political communication, highlighting their role in framing issues, creating emotional resonance, and visualizing complex ideas. Additionally, it addresses the importance of critically analyzing metaphor usage in political discourse to preserve transparency and prevent manipulative practices. A conscious approach to metaphors contributes to a more meaningful and effective political dialogue. Keywords: Political discourse; Metaphors; Political communication; Public opinion; Cognitive framing; Emotional resonance; Rhetoric; Ideological framing; Discourse analysis; Political language