Advances in Social Science, Education and Humanities Research (ASSEHR), volume 97 Proceedings of the 7th International Scientific and Practical Conference Current Issues of Linguistics and Didactics: The Interdisciplinary Approach in Humanities (CILDIAH 2017) Power of metaphor: cultural narratives in political persuasion I. V.Skrynnikova T. N.Astafurova Volgograd State University Volgograd State University VolSU VolSU Volgograd, Russia Volgograd, Russia
[email protected] [email protected] N. A.Sytina Volgograd State University VolSU Volgograd, Russia
[email protected] Abstract—The current paper deals with the influence of argue that scholars should first look at the relation between a metaphorical framing of events on public opinion from various natural discourse and occurrences in real life to see life scholarly perspectives. Treating cultural narratives employed in changes as a result of a particular metaphorical framing and public discourse as an extended metaphorical frame, the paper systematic use of figurative language patterns [1, 2]. argues that narratives make use of archetypical plots and the According to the cognitive-computational view, metaphorical shared cognitive structures of human beliefs, motivations, goals, frames should be looked at as a projecting narrative structure actions, events. Being systematically exposed to certain where conceptual stories are mapped by the conceptual metaphorically framed narratives, people tend to change their metaphors onto everyday situations in politics and other fields. views of events, situations and decisions affecting their lives. The “Complex reasoning about event interactions requires not only authors claim that narratives serve as a powerful tool of political an event description, but also a dynamic model that can persuasion and present the generic model of a narrative structure.