An Analysis of Conceptual Metaphors in Donald Trump’s 2024 Victory Speech

Nguyen Thi Bich Giang and Tran Xuan Hiep

Studies in Media and Communication, 2025, vol. 13, issue 2, 360-372

Abstract: This study analyzes the use of Conceptual Metaphors in Donald Trump's 2024 victory remark to focus on how these factors shape his rhetorical strategies and communicate his political vision. By examining the frequencies and functions of Ontological, Structural and Orientational Metaphors, the research reveals how he makes abstract political concepts more tangible and accessible to his audience. Ontological Metaphors (54%) dominate the speech to allow complex ideas such as national unity and progress to be conceptualized as physical entities to make his message more relatable and emotionally compelling. Structural Metaphors (33.5%) help to organize abstract ideas to provide clarity and a sense of order while Orientational Metaphors (12.5%) emphasize spatial direction and forward movement. The findings highlight the central role of Ontological Metaphors in simplifying complex political concepts to foster optimism and inspire confidence in the future. The study provides valuable insights for political communicators, educators, and researchers and offers a deeper understanding of how metaphor usage influences public perception and voter sentiment.

Date: 2025
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