Conceptual Metaphor in Koike Yuriko’s Election Rhetoric

Conference: The Kyoto Conference on Arts, Media & Culture (KAMC2021)
Title: Conceptual Metaphor in Koike Yuriko’s Election Rhetoric
Stream: Language and Cultural Studies
Presentation Type: Virtual Presentation
Kristina Gvozdenovic, University of Montenegro, Montenegro


The present study, as a case study, is analyzing conceptual metaphors in 21 (twenty-one) speeches/interviews from Ms. Koike Yuriko, a Japanese politician who currently serves as the governor of Tokyo, given between July 2016 (Tokyo Gubernatorial election) and October 2017 (when Japanese General elections took place). This research is based on the Critical Metaphor Analysis, suggested by the Charteris-Black (2004), and Critical Discourse Analysis, suggested by van Dijk (1993). The aim of this work is to show that the act of political persuasion is conducted through metaphorical use, or intention: attract the reader to the discourse and evoke emotions (by using conceptual metaphors). The study tries to find out the dominant metaphorical groups and their representation, but also how they are shaping the ideology, the identity of Ms. Koike Yuriko as a political persona. This is crucial, as in political discourse metaphors are known to be powerful persuasive tools, but also, "we can only ever have the possibility of trusting potential leaders once the language of leadership is better understood" (Charteris-Black 2005, 2011: 51). Preliminary results of Ms. Koike Yuriko's discourse analysis show that prevailing metaphoric domains are linked to the JOURNEY and CONTAINER metaphor image schemas. It will be of great significance to investigate the kinds of conceptual metaphors that are employed during the election periods, to show the power of prevailing groups of metaphors in Ms. Koike’s rhetoric.

Virtual Presentation

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