Rationale and Aims

Rationale

Our group believes that the use of the appropriate conceptual metaphors have inherent effects on the ideals of the electorate, and thus is one of the

main reasons for the preference towards the opposition party in the past 2 by-elections

Aims

The main purpose of our study is to:

1. Gain insight into the mindsets of voters
2. Analyse the types of conceptual metaphors used by the two contesting political parties as an impartial basis for comparison, and THEREFORE, understand their EFFECT on the electorate.

We focus on the application of the project by understanding how the conceptual metaphors used influenced voters' thoughts and choices. In doing so, we gain insight into the mindset of voters and understand conceptual metaphors' effect on voters

This enables politicians to extrapolate the data to improve their campaign speeches to better convince the electorate and thus, further enhance the impact of their speeches by using the most appealing conceptual metaphors.

Our Research Questions

1. What metaphors occur in the discourse of the by-election contests?

 2. Which metaphors have been established in debate and how do they compete with one another?