Abstract
This study examines two sets of political metaphors, drawn from the source domains of family and animal, which are used in the 1998 Taipei mayoral debates. Adopting Lakoff and Johnson’s(1980) cognitive approach that views metaphor as a device to help human conceptualization, we have found that metaphor could influence the hearers’ perception or even shape their worldview, either through emotion or reasoning. Adopting Wilson’s(1990) research method of observing repetitious metaphorical expressions that are derived from the same core concept, this study focuses on how each candidate uses the metaphors to positively present himself, to denigrate his opponents, to legitimize his behavior and to advocate particular political issues, etc. Generally speaking, the debaters tend to associate the positive images of the metaphorical source objects with themselves while associate the negative images with their opponents.Among the two metaphorical sources that are investigated in this study, the family domain is extensively and systematically drawn upon. This study also explores how Chinese culture provides strong a basis for conceptualizing politics in terms of the family ethics. Specifically, being based on the Chinese tradition of filial piety, the incumbent Chen’s conceptualization of the mayor as a mother helps his re-election bid. In order to disclose the aspects that are possibly hidden by the political metaphors, this study also investigates how the candidates respond to their opponents’ metaphors. Finally, through classifying and investigating the metaphorical expressions, the study hopes to help us better understand the political language and the interaction between language and the socio-political environment in current Taiwan society.