Metaphors in the freedom day addresses of South African presidents (1995-2012)

Abstract

Political discourse draws quite extensively on metaphor in construing a range of issues. Previous research on South African politicians has focussed mainly on the metaphor of A RAINBOW NATION, except Malan (2008) who analysed a wider range of metaphors. This study analyses the use of conceptual metaphors in the annual Freedom Day (celebrated on 27 April) addresses by post-apartheid presidents. The most frequently used domain is WARFARE, within which South Africans are construed as WARRIORS. They struggle against the ENEMIES of apartheid/racism and current socio-economic problems. The second domain is A JOURNEY, which starts in 1994, meets OBSTACLES like racism and current problems on the road, but will eventually reach A DESTINATION of a better life for all. The last major source domain is THE LIFECYCLE OF A CHILD, where the fall of apartheid is THE BIRTH of a new nation, which matures as A CHILD over time. A number of clear differences in the selection and use of metaphors are identified between the Freedom Day addresses of South African presidents from 1995 to 2012.