The “Belgian Tetris”: assessing the political impact of metaphors on citizens’ perception of and attitude towards Belgian federalism

In the literature, the political impact of metaphors has often been taken for granted from metaphor analysis in political discourse, be it elite discourse or media discourse. However, a more global understanding of what this political impact could consist of, is still lacking from the current research agenda. As Koller (2009:121) puts it: “metaphor helps construct particular aspects of reality and reproduce (or subvert) dominant schemas.” To be able to account for how metaphors, through discourses, actively shape the political reality, it is important to look at the relationships between metaphorical discourses and their environment. Based on the idea that metaphors do not only reflect the perceived reality, but also function as cues through which citizens come to understand complex political processes and through which they shape political behaviors, the aim of this study is precisely to look at how specific metaphors might impact on the citizens’ framing of Belgian federalism. To measure the impact of metaphors on the citizens’ political representations and attitudes, we developed an experimental set-up based on an article published in the Belgian newspaper Le Soir (13-14 July 2013) in which Belgian federalism was deliberately compared to a Tetris game. The original article included a picture and a text (208 words), which were used as authentic experimental material. For this experiment, we distinguished three experimental conditions and one control condition. In the first experimental condition (full condition), the participants were exposed to the original article (including the text and the picture). In the second and third experimental conditions, the participants were respectively exposed either to the text (text condition) or the picture (picture condition). In the control condition, the participants weren’t exposed to any metaphorical material at all. In the second stage of the experiment, the participants were asked to achieve three interrelated tasks: (i) a free description task, based on a free description of their own perception of Belgian federalism, (ii) an association task, in which they had to select a picture which they found the most appropriate to describe Belgian federalism, and finally (iii) a questionnaire measuring the participants’ political knowledge of Belgian federalism and attitudes towards its future development. In a post-test held four weeks after the first experiment, the three tasks of the second stage have been replicated. This experiment has been conducted in autumn 2013 among 400 students. Comparing the various experimental conditions will make it possible (i) to measure the impact of the Tetris metaphor on the citizens’ perceptions and representations of Belgian federalism, (ii) to assess to what extent the different metaphorical media differently contribute to this impact and (iii) to measure the long-term impact of this metaphor on the citizens’ political representations and attitudes. In answering these questions, this study will contribute to a better understanding of the role and functions metaphors play in political discourse, and more globally in our everyday political interactions