POLITICAL DISCOURSE IS ONE OF THE MOST EFFECTIVE TOOLS FOR MANIPULATING CONSCIOUSNESS

Language expands its expressive possibilities by drawing on experiences. Since individuals who share the same language do not have identical experiences, their use of language can differ. An event, action, or situation can be interpreted in various ways depending on the perspective of the individual’s experiences. Metaphor, as one of the tools of manipulation, is essential for the success of political discourse. It serves functions such as enticing, encouraging, appealing, and persuading to influence public opinion. By attempting to unite various domains under one umbrella, metaphor plays a crucial role in the effectiveness of political communication. This conceptual device plays a vital role in politicians controlling feelings and behaviors; achieving goal-destination, making interlocutors accept their point of view, and generally, manipulating the thoughts of the target audience. This paper attempts to throw light on the power of metaphors as manipulation devices within the context of political discourse.