Abstract
This chapter deals with central categories and methodological issues that have informed debates about the remit of analysing metaphorical language in politics. In particular, it focuses on the phenomenon of framing - the integration of lesser known (new, abstract, complex and/or contentious) concepts into familiar, seemingly simpler patterns of knowledge and reasoning that are well-established in a discourse community. Framing effects are of crucial importance in political discourse: if one wants to convey the pressing relevance of certain political facts, then the first thing to do is to make sure to use frames in which those facts make sense and appeal to the audience. Pragmatic framing in political communication goes beyond the level of classifying figurative conceptualization; it invokes ‘typical’ situation scripts or scenarios that invite recipients to draw conclusions that have strong ideological, emotional and action-inducing consequences. The pragmatic powers of framing are demonstrated in the chapter in the discussion of the UK’s Brexit debate and the COVID-19 debates in Britain and the USA.
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