Morality models through metaphors in media political discourse

This study aims at identifying morality models through metaphors from the perspective of public (media political) discourse. By analysing metaphorical expressions, restructuring conceptual metaphors on the basis of the activated frames, different morality systems can be distinguished. The findings reveal that British media political discourse is based on the Complex Morality Model. The combination of pragmatic, rational and sentimental values shows that British political culture is becoming more varied and constructive, as the presence of different moral views instigates compromising and empathic politics, where concern for others is viewed as moral goodness. By contrast, Lithuanian politics seems to be governed by pragmatic values, which actuate obligations over rights, rules over experience, and forcefulness over empathy.