MANAGING AUDIENCE EMOTIONS THROUGH METAPHORIC FRAMING IN UZBEK POLITICAL DISCOURSE

Abstract

This thesis is dedicated to analyzing the mechanisms of managing audience emotions through metaphoric framing in Uzbek political discourse. Drawing on examples from the speeches of the President of Uzbekistan, Shavkat Mirziyoyev, the study theoretically elucidates how core emotions such as fear, hope, anger, unity, and pride are activated through the metaphoric models of "path," "home," "spring," "health," and "struggle." The effectiveness of metaphoric framing in influencing the audience is explained by its harmony with the national-cultural context.