METAPHORICAL WEAPONS TO CRUSH OPPONENTS: SOME TACTICS AND STRATEGIES OF POLITICAL DISCOURSE

Abstract

A primary objective of any political communication is to create and promote a certain image of a politician, party, country, etc. These are aimed at creating both a positive image that is attractive to society and a negative image used by politicians to discredit their opponents in a tough competitive struggle for power. Both ways are key factors of influencing masses and pursuing one’s political goals.

In the modern society, the main function of media is to manipulate opinions rather than just provide information about events. One of the tools of manipulating the audience is metaphor. The abundant use of metaphors in political discourse is due to their influential potentials at every stage of problem solving in the realm of politics, may it be estimating a problem, finding options for solving it, evaluating alternatives, choosing options, etc.

The paper deals with military metaphors functioning in political discourse. Their role in the global communicative strategy, “Them and Us” is revealed, along with the ensuing tactics.