Conceptual Metaphors in Electoral Campaign Discourse: A Case Study of the 2024 Kurdistan Parliamentary Election

Abstract

Conceptual Metaphors serve a key role in shaping strategies within political election discourse. This linguistic tool is not only used to decorate or persuade but also to create a unique and powerful view of voters’ public opinions. In this study, Conceptual metaphor acts as a bridge, simplifying complex ideas and making them emotionally relatable. During the Kurdistan parliamentary elections, politicians use conceptual metaphors to make complicated issues easier to understand, deliver sensitive messages, and build a connection with voters. These metaphors often carry hidden ideological meanings and can subtly—yet deeply—influence how voters think and act. Conceptual metaphor is also crucial for creating new and richer language, as well as shaping political realities. Additionally, it demonstrates how language tools are strategically used to achieve political goals. By reframing narratives, metaphors become powerful tools for shaping both language and ideological frameworks in politics.