The Pragmatic Potential of Metaphor in Public Speech (A Case Study of Juan Carlos I’s Christmas Messages)

Abstract

Metaphor functioning in political communication is a widely investigated scientific field as this rhetorical device is able to influence the addressee’s opinions and attitudes and change the perception of reality. The purpose of this paper is to describe the pragmatic potential of metaphors in Christmas messages (which are considered the main instrument of communication of the Head of State with his citizens) made by Juan Carlos I from 1975 to 2013, analyzing three metaphorical models (“War”, “Construction”, and “Way”). The solution to the current problems of Spanish society is associated with national unity, which is the leitmotif of all the analyzed Christmas messages. The metaphorical model “War” calls for fighting against common “enemies” (unemployment and terrorism); the metaphorical model “Way” convinces the audience of the correctness of the chosen political course, which leads to the country’s prosperity; the metaphorical model “Construction” shows that every citizen needs to participate in the development of the state, based on democratic values, and to underscore the important role of Spain in the European integration process.

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