Conceptual Metaphors with the Source Domain “Heat” in Vietnamese Political Media Discourse

Abstract

Conceptual metaphor is regarded as a crucial cognitive mechanism that enables humans to perceive and express abstract domains. In political discourse, particularly in journalistic media discourse, metaphors function not only as rhetorical devices but also as instruments for shaping ideology and guiding public opinion. This study focuses on analyzing metaphors with the source domain of heat (such as fire, burning, scorching, heat, boiling, blazing furnace) in Vietnamese political media discourse. Drawing on the theoretical framework of Conceptual Metaphor Theory (Lakoff & Johnson, 1980) in combination with Critical Metaphor Analysis (Charteris-Black, 2005), the research examines 150 political articles published in mainstream Vietnamese online newspapers between 2017 and 2025. The findings reveal that metaphors with the source domain of “heat” are frequently and purposefully employed to frame political events, stimulate emotions, legitimize authority, and promote political actions. These metaphors construct powerful symbolic images and contribute to dramatizing social conflicts. The study sheds light on the role of language in constructing power, emotions, and political reality in contemporary Vietnamese media.