The Political Metaphors for the War in Ukraine in the Morning Block of NOVA TV “Hello, Bulgaria” through the Prism of Ideological Discourse
Политическите метафори за войната в Украйна в сутрешния блок на Нова телевизия „Здравей България“ през призмата на идеологическия дискурс

Author(s): Nadelina Aneva
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: Ukrainе; war; conceptual metaphor; morning show; New television
Summary/Abstract: Metaphors play a bigger role in our lives than we realize. Our system of thinking and acting is metaphorical, as argued by George Lakoff and Mark Johnsen. In this article, the war in Ukraine, reflected in the Bulgarian media, in particular on Nova TV, is considered as a system of conceptual metaphors that give value and ideological orientation. Because of the singular perspective on the war on television, instead of a clash of metaphors, I find a phenomenon that I have called “the dance of metaphors.” The manipulative potential of political metaphors is drawn from interpretive genres. It is directly related to the ideological discourse, as according to Chilton, (1987) the place of metaphorization is on the positive pole of ideological discourse, and of euphemization – on the negative one.

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