In a stimulating and novel approach, this book explains why metaphors are persuasive, suggesting that they are ideologically effective because they are cognitively plausible "and" evoke an emotional response. "Critical Metaphor Analysis" is then developed in a series of corpus-based studies in which analysis of collocations provides insight into the cognitive motivation and expressive connotation of metaphor. By unifying traditional and cognitive semantic with pragmatic approaches, the reader becomes aware of the importance of metaphor in persuasive language.

This detailed study of fire metaphors provides a deep understanding of the purposeful work of metaphor in discourse. It analyses how and why fire metaphors are used in discourses of awe (mythology and religion) and authority (political speeches and media reports). Fire serves as a productive and salient lexical field for metaphors that seek to create awe and impose authority. These metaphors offer a rich linguistic and conceptual resource for authors of mythologies, theologies, literature, speeches and journalism, and provide insight into the rich interplay of thought, language and culture. This book explores the purpose of fire metaphors in genres ranging from the Norse sagas to religious texts, from Shakespeare to British and American political speeches. Ultimately it arrives at an understanding of the rhetorical work that metaphor accomplishes in communicating evaluations and ideologies.

With the crisis of leadership in the western democracies, there has been a growth of interest in how leaders outside of the west emerge and consolidate their positions. This book analyses the communication strategies of six charismatic non-western leaders: Mahatma Gandhi, Nelson Mandela, Fidel Castro, Ayatollah Khomeini, Mohammed Mahathir and Lee Kuan Yew. The book addresses the following questions in order to arrive at a better understanding of communication and leadership: How do leaders communicate? Do leaders communicate more by words, or actions? Do leaders have unique communication strategies? Are leaders moral beings, or impostors? The book describes how each of these leaders designed a unique style that integrated verbal and non-verbal modes of communication. It argues that leadership style is performed through the cumulative interaction of non-verbal modes - dress, body language, physical possessions, symbols and symbolic actions - with verbal strategies for communicating visions, values and legitimacy. In order to understand how each of these leaders undertakes a dramatic 'performance' of leadership, Jonathan Charteris-Black uses Erving Goffman's notion of 'Front'. Noting the inherent similarities between the mutual dependency of actors with audiences and leaders with followers, the book suggests that leaders - like actors - use metaphors and symbols to satisfy followers' psychological and symbolic needs and that leadership is communicated through impression management, metaphor and media choices. A fascinating and well executed study, this book will interest students and academics working on leadership, applied linguistics, communication studies and politics.

With the crisis of leadership in the western democracies, there has been a growth of interest in how leaders outside of the west emerge and consolidate their positions. This book analyses the communication strategies of six charismatic non-western leaders: Mahatma Gandhi, Nelson Mandela, Fidel Castro, Ayatollah Khomeini, Mohammed Mahathir and Lee Kuan Yew. The book addresses the following questions in order to arrive at a better understanding of communication and leadership:

• How do leaders communicate?
• Do leaders communicate more by words, or actions?
• Do leaders have unique communication strategies?
• Are leaders moral beings, or impostors?

The book describes how each of these leaders designed a unique style that integrated verbal and non-verbal modes of communication. It argues that leadership style is performed through the cumulative interaction of non-verbal modes - dress, body language, physical possessions, symbols and symbolic actions - with verbal strategies for communicating visions, values and legitimacy.

In order to understand how each of these leaders undertakes a dramatic 'performance' of leadership, Jonathan Charteris-Black uses Erving Goffman's notion of 'Front'. Noting the inherent similarities between the mutual dependency of actors with audiences and leaders with followers, the book suggests that leaders - like actors - use metaphors and symbols to satisfy followers' psychological and symbolic needs and that leadership is communicated through impression management, metaphor and media choices.

A fascinating and well executed study, this book will interest students and academics working on leadership, applied linguistics, communication studies and politics.

This book explores the metaphors used in public and media communication to ask how language shapes our moral reasoning about the global coronavirus crisis. The author offers insights into the metaphors, metonyms, allegories and symbols of the global crisis and examines how they have contributed to policy formation and communication. Combining metaphor theory with moral foundations theory, he places metaphors in their historical contexts, and then critically questions why certain tropes might be used in particular situations to persuade and convince an audience. The book takes an integrated approach, involving ideas from cognitive linguistics, history, social psychology and literature to produce a multi-layered and thematically rich interpretation of the language of the pandemic and its social and political consequences. It will be relevant to readers with a background in these areas, as well as anyone with a general interest in the language used to make sense of this global event.

In a stimulating and novel approach, this book explains why metaphors are persuasive, suggesting that they are ideologically effective because they are cognitively plausible and evoke an emotional response. 'Critical Metaphor Analysis' is then developed in a series of corpus-based studies in which analysis of collocations provides insight into the cognitive motivation and expressive connotation of metaphor. By unifying traditional and cognitive semantic with pragmatic approaches, the reader becomes aware of the importance of metaphor in persuasive language.

How were social media posts, scripted speeches, traditional news media and political cartoons used and understood during the Brexit campaign? What phrases and metaphors were key during and after the 2016 Brexit referendum? How far did the Remain and Leave campaigns rely on metaphor to engage with supporters in communicating their political positions? These questions, and many others, can be answered only through a systematic analysis of the actual language used in relation to Brexit by the different parties involved. By drawing on a range of data sources and types of communication, and presenting them as 'frames' through which individuals can attempt to understand the world, the author provides the first book-length examination of the metaphors of Brexit. This book takes a detailed look at the rhetorical language behind one of the major political events of the era, and it will be of interest to students and scholars of linguistics and political science, as well as anyone with a special interest in metaphor, rhetoric, Brexit, or political communication more broadly.

This detailed study of fire metaphors provides a deep understanding of the purposeful work of metaphor in discourse. It analyses how and why fire metaphors are used in discourses of awe (mythology and religion) and authority (political speeches and media reports). Fire serves as a productive and salient lexical field for metaphors that seek to create awe and impose authority. These metaphors offer a rich linguistic and conceptual resource for authors of mythologies, theologies, literature, speeches and journalism, and provide insight into the rich interplay of thought, language and culture. This book explores the purpose of fire metaphors in genres ranging from the Norse sagas to religious texts, from Shakespeare to British and American political speeches. Ultimately it arrives at an understanding of the rhetorical work that metaphor accomplishes in communicating evaluations and ideologies.

Text in Arabic. This analysis of the rhetoric of nine successfully persuasive politicians explains how their use of language created credible and consistent stories about themselves and the social world they inhabit. It explores their use of metaphors, their myths and how language analysis helps us to understand how politicians are able to persuade.