Analyzing Pragmatic Strategies and Metaphorical Devices in Presidential Speeches

Abstract

The current study undertakes an analysis of the role played by rhetorical strategies, Grice's "Cooperative Principle" (CP) (1975), and Bitzer's "Rhetorical Situation" (RS) model (1968) in strengthening the use of metaphorical devices in presidential addresses. The general issue under consideration is the lack of in-depth analysis concerning the manner in which such strategies and theoretical frameworks enrich the effectiveness of metaphorical device use in political rhetoric. Overall, the purpose of this study is to map out metaphorical device use in presidential speeches according to Grice’s maxims and Bitzer’s dimensions in terms of direction and manner in which effectiveness and metaphor use merge in such discourses. The study hypothesizes that: 1) Effect creation in metaphorical device use is supported through deliberate flouting and transgression of Grice’s maxims; 2) Influence is actualized through metaphorical device use in taking a stance with and opposing supportive, hostile forces, and societal issues; 3) Grice’s CP and Bitzer’s RS models serve to promote efficacy in metaphorical device use in political narrative creation.

The following research questions include: In what manner and to what level do rhetoric strategies, Grice’s CP, and Bitzer’s model enable use and effectiveness of metaphorical devices in presidential addresses? How do such factors work cooperatively in shaping effectiveness and persuasiveness? In what manner and in what direction do metaphors contribute to strengthening and undermining political ideology?

The dataset consists of 20 excerpts of presidential addresses delivered at important events, such as inaugurations and concurrent congressional sessions, to a general populace that involves political leaders, policymakers, and citizens worldwide. Adopting a mixed-methods analysis, the study is focused on language, rhetoric, and metaphor, specifically in terms of Grice’s maxims and Bitzer’s model of rhetoric, with a view towards improving metaphorical speech delivery in political discourse. Building political rhetoric is also clarified through a discussion of rhetorical techniques, pragmatic structures, and metaphorical tools, in addition to an investigation of their interdependencies.