Keywords
Ghana
conceptual metaphor theory
multimodal metaphor
Dr. Bawumia
How to Cite
Abstract
This study analyses the visual representations of the steer metaphor employed by Dr. Bawumia during the submission of his candidacy for the 2023 NPP presidential election, which will culminate in the 2024 presidential election, from the perspective of the cartoonist. Cartoons are regarded as a visual genre of communication that employs a range of techniques, including metaphor, metonymy, symbolism, irony, and exaggeration, to convey socio-political, economic, religious, and trendy issues that have gained the attention of the general public. A total of ten political cartoons featuring a steer and Dr. Bawumia were meticulously selected and downloaded from the Facebook page of 3 News cartoonist, who uses the pseudonym Tilapia Da Cartoonist. In terms of the theoretical framework that underpins this study, the author employs Lakoff and Johnson's conceptual metaphor theory (CMT) and Forceville's multimodal metaphor approach for the analysis of the data. The analysis comprises the identification of the conceptual metaphor underlying each cartoon, employing the A is B format. It also entails a critical examination of the effective utilisation of semiotic tools by the cartoonist, which assists in the elucidation of the intentions behind these cartoons. The analysis of the data has yielded some intriguing insights. It appears that the cartoonist's frequent use of the metaphor "driver's steer" relating to Dr. Bawumia serves to reinforce the verbal statement made to the public. The application of multimodal metaphor to this study has the potential to elucidate the import of real-life events and characters through the medium of an imaginary scenario, which can persuade the audience. Furthermore, it encourages critical thinking about a particular individual or entity. Additionally, it provides information about political issues, events, and players that no other medium could openly transmit. This makes the political cartoon an extremely powerful tool in our democratic system.
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