CONCEPTUAL METAPHORS IN THE PRESIDENTIAL DEBATE BETWEEN DONALD J. TRUMP AND KAMALA HARRIS IN 2024

Abstract

This study analyzes the conceptual metaphors employed by Kamala Harris and Donald J. Trump during the 2024 U.S. presidential debate, held in Philadelphia and broadcast by ABC News. Drawing on the Conceptual Metaphor Theory (CMT) (Lakoff & Johnson, 1980, 2003; Kövecses, 2020), the research examines metaphorical language across eight key discussion areas (economy, abortion, immigration, weaponization, transfer of power, war, health care, and climate change) and classifies them according to the three main conceptual metaphor types (Structural, Orientational, and Ontological). Adopting a mixed-methods approach, it combines qualitative analysis with basic quantitative insights. Metaphors are identified, grouped, and interpreted to reveal the candidates’ distinct conceptual framings of important issues. The findings suggest that while both candidates rely on metaphors to shape their ideologies, Trump employs metaphors with a markedly greater number than Harris. Structural metaphor is the dominant type overall, driven by Trump’s overwhelming reliance on this category. Specifically, Trump frequently uses combative and control-oriented metaphors to emphasize strength and dominance, whereas Harris tends to draw on unity-based and care-based metaphors highlighting cooperation, protection, and shared values.