ABSTRACT
This chapter introduces conceptual metaphor theory, especially as it relates to social policy development and the deconstruction of social problems and framing of proposed policy solutions to these problems. The chapter looks specifically at the impact of social policies on vulnerable or marginalized populations, and how aversive metaphoric themes are often employed for the purpose of dehumanizing these social sub-groups and providing justifications for measures of social control or discrimination. The writings of George Lakoff and Frank Luntz figure heavily in this chapter, as they both have had great influence on policy framing in the context of contemporary policy debates in the United States. The chapter also introduces the concept of metaphor priming, whereby constructs that relate to specific metaphor themes can serve to subliminally alter or guide the policy solutions that are embraced. This topic will be described in greater depth in Chapter 2 and throughout the book.
