Conceptual Metaphors and Image Schemas in the conceptualization of Neoliberalism and Socialism in Presidential Inauguration Speeches. An infometric approach

Abstract

Introduction: This study explores how neoliberalism and socialism are conceptualized through image schemas in political discourse. These conceptual frameworks are best analyzed using the Conceptual Metaphor Theory, specifically its analytical tool of image schemas. The metaphorical structures identified in the analyzed texts reflect a polarized stance, particularly opposing right-wing ideologies. Neoliberalism is metaphorically framed as something negative, associated with darkness, evil, and positioned downward. Objective: To analyze how neoliberalism and socialism are conceptualized in political discourse using image schemas. Methods: The study employed a bibliographic review to collect and analyze political texts, focusing on metaphorical language. Articles were selected based on relevance and discarded if they lacked clear metaphorical usage or did not align with the research focus. The analysis utilized the Conceptual Metaphor Theory to identify image schemas in the discourse. Development: The study highlights that the conceptual metaphors present in political discourse shape public perception by framing neoliberalism as inherently negative, using metaphors of darkness and downward movement. Conversely, socialism is portrayed through positive metaphors, symbolizing light and upward movement. This metaphorical polarization reflects broader societal and political divisions, where language reinforces ideological opposition. Conclusions: The study concludes that political discourse consistently uses conceptual metaphors to portray neoliberalism negatively and socialism positively. These metaphors contribute to reinforcing ideological divisions, emphasizing the role of language in shaping political perspectives. The objective of understanding these conceptualizations was met through the identification of recurring metaphorical patterns