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SOURCE:    Philology. Theory & Practice. Tambov: Gramota, 2021. № 1. P. 191-203.
SCIENTIFIC AREA:    Philological Sciences
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https://doi.org/10.30853/phil201008

Pragmatic Potential of Metaphor in Argumentative Political Discourse: Linguo-Cognitive Analysis (by the Example of the American and Russian Political and Business Leaders’ Speeches)
Nartikova Zarina Alexandrovna
Pyatigorsk State University
Submitted: 03.08.2020
Abstract. The research objectives are as follows: to analyse argumentation in political discourse from the viewpoint of cognitive linguistics, to identify the pragmatic potential of the metaphorical argumentative constructions used to re-conceptualize an addressee’s worldview and to modify their mental attitudes. Scientific originality of the paper involves a comprehensive interdisciplinary approach to studying argumentation. The pragmatic potential of the cognitive metaphor is for the first time considered as a means of verbal influence in argumentative political discourse. The research findings are as follows: the author proves that metaphor is an efficient means of persuasiveness realization in argumentative political discourse. The researcher reveals an associative mechanism in which arguments are represented as schemes-images and determine the vector of cognitive processes. A linguo-cultural analysis of metaphorical argumentation in the Russian and American political discourse allows concluding that cross-cultural political discourse basically contains universal metaphors, whereas domestic political discourse is full of nationally specific metaphorical images.
Key words and phrases: аргументация, метафора, когнитивная лингвистика, политический дискурс, лингвокогнитивный подход, argumentation, metaphor, cognitive linguistics, political discourse, linguo-cognitive approach
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