CONCEPTUAL METAPHORS IN ENGLISH POLITICAL DISCOURSE

Abstract

        This study explores the evolving nature of linguistic frameworks in leadership discourse through an examination of the gradual transformation of conceptual metaphors in English political communication. Rather than regarding metaphorical expressions as static rhetorical devices, the paper views them as dynamic cognitive mechanisms that evolve incrementally in response to shifting political realities. Building on Paul Chilton’s framework of strategic functions and Andreas Musolff’s concept of metaphorical scenarios, the analysis investigates how political speakers progressively reshape source domains associated with organic development and spatial movement. Particular attention is given to the process of semantic evolution, whereby metaphorical meanings and their persuasive force are modified in a gradual manner to facilitate the transition from established policies to emerging ideological positions. Using qualitative discourse analysis of contemporary English political speeches, the study demonstrates that the incremental adaptation of conceptual metaphors enables political actors to introduce significant ideological changes without provoking strong public resistance. The findings suggest that the gradual reconfiguration of metaphorical mappings constitutes an effective rhetorical strategy for sustaining long-term political persuasion and enhancing public acceptance of evolving political agendas.