A Critical Metaphor Analysis of Thai Politicians’ Campaign: A Case Study in Thailand’s 2023 Election
DOI:
https://doi.org/10.69598/artssu.2024.2747.Keywords:
campaigns, Thai politicians, Thailand election, conceptual metaphor, critical metaphor analysisAbstract
Objectives: This research aims to study conceptual metaphors and to criticize the perspectives of Thai Politicians’ campaigns in Thailand’s 2023 election.
Methods: This qualitative research used the conceptual metaphor theory, along with the critical metaphor analysis, as frameworks to analyze videos of Thai politicians' campaigns published on 12 channels during the 2023 election campaign.
Results: The research findings revealed 60 metaphorical linguistic expressions reflecting 9 conceptual metaphors of the election: 1) the election is war, 2) the election is a journey, 3) the election is a competition, 4) the election is human, 5) the election is family, 6) the election is fire, 7) the election is construction, 8) the election is education, and 9) the election is suffering. The critical analysis of these conceptual metaphors revealed 5 perspectives: the election is the foundation of stability, the election is to overcome, the election is the people's suffering, the election is the journey to the destination, and the election is learning.
Application of this study: This research shows that the study of critical metaphor analysis can be applied to analyze languages, perspectives, social context, and political movements to reflect the political contexts of Thailand.
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