Direction Metaphors in Political Discourse: Imran Khan and the Rhetoric of Change

Journey Metaphors are among the most pervasive source domains used both in daily life and in political discourse as they follow a clearcut source-path-goal schema where the direction is a fundamental element. The crossdomain mapping between source and target domains is a means of gaining insight into the cognitive activity of the speaker. Metaphors of the journey are widely used in the political discourse generated by Imran Khan with special emphasis upon direction. Metaphorical expressions identified from speeches of Imran in both English and Urdu language have been analyzed using the Critical Metaphor Analysis approach given by Charteris-Black (2005) where linguistic metaphors have been interpreted semantically, pragmatically and in cognition to generate conceptual metaphors. Khan’s obsession with direction activates the PAKISTAN IS OFF TRACK conceptual metaphor necessitating a journey of change under his leadership. He highlights the failures of others to evoke images of a destructive past from which freedom becomes essential