This groundbreaking work adopts an alternative metaphor-based approach to challenge, unpack, and redefine our understanding of persuasion and strategic communication and the extents to which they shape political discourse. The book’s theoretical and methodological grounding in metaphor allows for an alternative perspective on strategic communication but also a robust discussion of both persuasion and other kinds of related discursive processes at work in political communication, including narrative, identification, and ideology. The volume integrates case studies from prominent political discourses, including those of George W. Bush, Jr., Tony Blair, and Barack Obama, to highlight the crucial role of persuasion management and sustainability in the public sphere and the ways in which it might inform political action and change in a positive way. Broadening our perception of the possibilities of persuasion and strategic communication, this dynamic volume is key reading for students and scholars in communication studies, political science, rhetoric, and cognitive linguistics.

chapter |35 pages


Persuasion and Sustainability: The Post-9/11 Arena

chapter 2|33 pages

Persuasion Analysis

Introducing a Framework for Detecting Persuasion in Discourse

chapter 4|43 pages

Quantitative and Preliminary Analysis I/II

Hypothesizing Rhetorical Attitudes in Discourse

chapter 5|25 pages

Qualitative Textual Analysis II – Detecting Frames in Persuasion Building

The Contemporary Rhetoric of Conflict

chapter 6|26 pages

Qualitative Metaphor Analysis III – from Microtext to Macrotext

The Strategy of Fear

chapter 7|18 pages

Contrastive Analysis

Conflict vs. Inclusive Logic and Political Change