The Language of War: Loss Gain Metaphorical Framing in the Context of the War on Terror

Abstract

War has always been an important issue in philosophy. Very many philosophers have discussed different aspects of war. This paper, using Conceptual Metaphor Theory (CMT) as theoretical frame work, focuses on the language of war. It discusses ‘War is Business’ metaphor that ensues Loss Gain framing - informing public/audience that going into conflict/war is gain and not going is loss; winning war is gain and losing war is loss; status quo is risk; enemy’s loss is our gain and our gain is enemy’s loss. Moreover, helping the refugees and providing aid to the victims is narrated as, Corporate Social Responsibility. Loss gain framing, like other framings, blocks criticism on the pretext that critics don’t want our gain and if we accept their arguments then there would be losses. This paper explains the way loss gain framing works in times of war and conflict. It focuses on the way this framing was instrumental in the context of the War on Terror in Afghanistan. The argument is: in the context of 9/11 leaders of both sides, especially Tony Blair, defined and framed the War on Terror in a way that it appeared that not going into war would entail great future losses.