Metaphor as a key tool in the formation of public opinionin the French political media.

Abstract

The role of metaphors in the communication process is one of the main issues which is in the focus of attention of scholars dealing with discourse analysis. Their research is important not only from theoretical but also from practical point of view. In the result of research and analysis, it has been concluded that metaphors used to manipulate public consciousness play a major role in influencing the reader politically. The use of metaphor in the discourse of political press differs depending on the journalist's perceptions, the level of metaphorical thinking and the journalist's goals.