Evaluative potential and pragmatic strategies of natural ontological metaphor in political discourse (based on English-language media)

Abstract

The aim of this research is to identify the cognitive characteristics and pragmatic strategies for implementing ontological conceptual metaphors based on weather and natural phenomena in English-language political discourse. The article examines weather metaphors as a cognitive mechanism for forming implicit evaluativeness to represent the image of a political figure. The integration of natural metaphors and their supporting frames into political discourse is analyzed. The scientific novelty lies in the fact that, for the first time, based on the material of English-language media, the dual function of natural ontological metaphors has been revealed: they shape the cognitive perception of political realities and act as a tool of covert influence. Unlike previous studies that examined political metaphor within the framework of general theory, this paper proposes a typologization of three pragmatic strategies for using natural imagery to construct a politician's image – legitimization, delegitimization, and ironic discredit. Evaluative frames (THREAT, SECURITY, CRISIS, OVERCOMING) activated by natural metaphors are identified. As a result of the study, it was established that natural ontological metaphors perform a dual function by implementing strategies of legitimization, delegitimization, and ironic discredit. The key conditions for their effective implementation are contextual conditionality, frequency of use in the media, and the ability to activate evaluative frames, which makes it possible to manage public opinion and construct the image of a political figure.

Research materials

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About this article

Publication history

• Received: June 26, 2026.
• Published: July 30, 2026.

Keywords

• природная онтологическая метафора
• имплицитная оценочность в СМИ
• прагматические стратегии
• легитимизация и делигитимизация
• ироническая дискредитация
• natural ontological metaphor
• implicit evaluativeness in media
• pragmatic strategies
• legitimization and delegitimization
• ironic discredit

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