International Journal of Advanced Culture Technology

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
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Interpreting Discourse Metaphors in Media: Focusing on News Coverage of Election Campaign

  • Ban, Hyun (Dept. of Mass Communication, Incheon National Univ.) ;
  • Noh, Bokyung (Dept. of Korea-English Interpretation and Translation, Seoul University of Foreign Studies)
  • Received : 2022.07.28
  • Accepted : 2022.09.04
  • Published : 2022.09.30
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Abstract

This paper aims to analyze discourse metaphors by paying attention to Seoul mayoral by-election, mainly focusing on election campaign and its related news articles. The 2021 Seoul mayoral by-election was held because the former mayor died in an apparent suicide after he was accused of years of sexual harassment to a former secretary. But in the run-up to the by-election, the newly coined word 'alleged victim' from the ruling party caused a big controversy because the party attempted to deny the authenticity of the secretary's claim by calling her "an alleged victim," instead of "a victim" to defend the former mayor who is a member of the ruling party, implying that the woman's claim is just an allegation with no proof. Thus, this paper has analyzed how news stories were reported with regard to the word 'alleged victim' poser on news stories in two Korean quality newspapers, a conservative newspaper (Chosun Ilbo) and a liberal newspaper (Hankyoreh) from March 1 to April 1, 2021 and analyzed them with the framework of Lakoff and Johnson's Conceptual Metaphor Theory(1980). The findings are as follows: (i) the conservative newspaper reports this issue much more than the liberal newspaper; (ii) both quality newspapers follow the metaphor principles by Conceptual Metaphor Theory; (iii) the conservative newspaper is more likely to follow the Strick Father model (a conservative model) while the liberal newspaper is to follow the Nurturant Parent model (a liberal model), thus indicating that each newspaper's ideology is well represented by the models of Conceptual Metaphor Theory

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Acknowledgement

This work was supported by Incheon National University Research Grant in 2021

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