Critical Metaphor Analysis Approach
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I. INTRODUCTION
II. OBJECTIVES
III. MAIN CHARACTERISTICS OF METAPHOR
IV. METAPHOR AND OTHER LANGUAGE FEATURES ANALYSIS OF MARGARET THATCHER’S SPEECH TO 1987 CONSERVATIVE PARTY CONFERENCE IN BLACKPOOL
V. CONCLUSION
VI. REFERENCES
VII. APPENDIX I I. -------------------------------------------------
INTRODUCTION
Rhetoric is the art of persuading others. Persuation is an interactive communicative process in which a message sender aims to influence the beliefs, attitudes and behaviour of the message receiver( cf. Jowett& O’Donnell 1992:21-26)
Persuation involves exploiting existing beliefs, attitudes and values rather than introducing completely new ones. A persuader analyses an audience in order to be able to express its needs, desires, personal and social beliefs as well as its attitudes and concerns about the social outcome of the persuasive situation. The persuader is ‘a voice from without speaking the language of the audiences’ voice within.’(Ibid:25-26) Metaphor is a very effective means through which potential leaders can communicate the ‘voice within’ because it creates evocative representations of the speaker and their policies by arousing emotions and forms part of the process by which an audience reconstructs the causal relationships of an argument.
Metaphor is closely related to conceptual metaphor theory (Lakoff 1993; Lakoff and Johnson 1980) but also goes beyond it. Critical Metaphor Analysis Approach addresses the rhetorical and ideological role of metaphor in discourse and analyses it in authentic data. According to Charteris-Black metaphors should not only be analysed cognitively, but also pragmatically as they are powerful tools of persuation in discourse. They can influence political and
I. INTRODUCTION
II. OBJECTIVES
III. MAIN CHARACTERISTICS OF METAPHOR
IV. METAPHOR AND OTHER LANGUAGE FEATURES ANALYSIS OF MARGARET THATCHER’S SPEECH TO 1987 CONSERVATIVE PARTY CONFERENCE IN BLACKPOOL
V. CONCLUSION
VI. REFERENCES
VII. APPENDIX I I. -------------------------------------------------
INTRODUCTION
Rhetoric is the art of persuading others. Persuation is an interactive communicative process in which a message sender aims to influence the beliefs, attitudes and behaviour of the message receiver( cf. Jowett& O’Donnell 1992:21-26)
Persuation involves exploiting existing beliefs, attitudes and values rather than introducing completely new ones. A persuader analyses an audience in order to be able to express its needs, desires, personal and social beliefs as well as its attitudes and concerns about the social outcome of the persuasive situation. The persuader is ‘a voice from without speaking the language of the audiences’ voice within.’(Ibid:25-26) Metaphor is a very effective means through which potential leaders can communicate the ‘voice within’ because it creates evocative representations of the speaker and their policies by arousing emotions and forms part of the process by which an audience reconstructs the causal relationships of an argument.
Metaphor is closely related to conceptual metaphor theory (Lakoff 1993; Lakoff and Johnson 1980) but also goes beyond it. Critical Metaphor Analysis Approach addresses the rhetorical and ideological role of metaphor in discourse and analyses it in authentic data. According to Charteris-Black metaphors should not only be analysed cognitively, but also pragmatically as they are powerful tools of persuation in discourse. They can influence political and
References: Charteris-Black, J. 2005 Politicians and Rhetoric: The persuasive power of metaphor. Basingstoke & New York: Palgrave-Macmillan. Richardson, J.E Burke, K. 1969 A Rhetoric of Motives. University of California Press Chilton, P Lakoff, George, and Mark Johnson. 2003. Metaphors we live by. Chicago; London: University of Chicago Press Goatly, Andrew Corbett, E. P. (1990). Classical Rhetoric for the modern student. Oxford: Oxford University Press. Kastely, J. L. (2004). Rhetoric and Emotion. In Jost, & O. e.d., Rhetoric and Rhetorical criticism (pp. 221‐238). Blackwell Publishing Ltd. Kennedy, G. A. (2007). On Rhetoric ‐ A Theory of Civic Discourse. Oxford: Oxford University Press.