Reframing treason: metaphors of change and progress in new Labour discourse

Abstract

This article presents a qualitative and quantitative corpus study based on three new Labour election manifestos (1997, 2001 and 2005), as a preliminary analysis of metaphors of change and progress in new Labour discourse. In addition to providing a detailed description of the concept of change and its versatility, it shows that new Labour has systematically presented itself as the agent of positive change. This is achieved through careful use of various metaphors of time and of the tight link between time metaphors and chain-of-event metaphors. We argue that the reason change is portrayed in such a positive light in new Labour discourse is because it allows for the reframing of the party’s own transformation: it is as desirable as change and the future are, and can no longer be perceived as a case of treason to the ideals of Labour. This study is the first step to a larger analysis on a wider corpus including speeches, theoretical articles as well as manifestos.