Journey Metaphor: Navigating the U.S. Presidential Campaign Slogans and Voter Perspectives (2000-2024)

Roseline Jesudas, Zakiuddin Mohammed, Abdul Mateen Mohammed

Abstract

This study employs a multidisciplinary approach, integrating critical discourse analysis and cognitive linguistics to investigate the impact of the journey metaphor on U.S. presidential campaign slogans from 2000 to 2024. A comprehensive analysis of 20 years of slogans sourced from Wikipedia reveals a nuanced understanding of the metaphor's role in shaping political discourse and voter perceptions. The research identifies three dominant themes: "Vision for the Future" (37.04%), "Challenges and Solutions," and "Identity and Values." Notably, the emphasis on "Unity and Togetherness" has significantly decreased, indicating a shift in political messaging strategies. This study contributes to the existing literature on political discourse and campaign rhetoric, providing insights into the evolution of U.S. presidential campaign slogans and their implications for voter engagement.


Keywords: Emotional Connections, Journey Metaphor, Presidential Campaign Slogans, Political Discourse, Political Messaging, Voter Perceptions.

 

DOI: https://doi.org/10.55463/hkjss.issn.1021-3619.64.39


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