By focussing on the dichotomized metaphorical strategy and myth creation, this study aims to analyze how the U.S. and the European Union (EU) media respond to the entrenched metaphor of migration and refugee "crisis". In this respect, the U.S. and the EU media sources covering the time period from 2015 to 2016 were collected and analyzed in the theoretical framework of conceptual metaphor theory and critical metaphor analysis. By applying the metaphor identification procedure, it has been determined that most of the media narratives contribute to further developing the central bias of migration by means of metaphorical delegitimization that is discursively construed through the binary opposition between "them" and "us." The metaphorical representation has been grouped into two kinds of ideologically represented story lines: (a) the myth of dehumanization, realized through the metaphors of Objects and Commodities; and (b) the myth of moral authority, realized through the metaphors of Natural Phenomena, Crime, and Terrorism. The findings have shown that most of the media narratives both delegitimize and stigmatize the status of a migrant by deeper entrenching the "outsider" stereotype and, therefore, create the general feelings of instability and intolerance within the EU.

Šio straipsnio tikslas – nustatyti moralės modelius, analizuojant konceptualiąją metaforą politiniame diskurse anglų ir lietuvių kalbose. Remtasi analitiniais straipsniais politikos temomis. Jie pasitelkti iš Interneto tinklalapių www.politika.lt ir www.economist.com elektroninio archyvo. Straipsniai anali­zuojami remiantis kognityvinės lingvistikos principais bei kokybiniu analizės metodu (Fauconnier & Turner 2002; Kövecses 2005; Lakoff & Johnson 1997, Lakoff 2005; Turner 1994), kurie leidžia atskleisti kalbiniuose pasakymuose (linguistic expressions) glūdinčias konceptualiąsias metaforas. Kalbiniai pasakymai buvo skirstomi pagal tris moralinio vertinimo modelius: (1) Huxley, kuris apibrėžia moralę kaip žmonių sąmoningai sukurtą vertinimo skalę, reikalingą kovoje su žmogaus įgimtomis blogybėmis, (2) Kanto požiūris į moralę, kaip į racionalų veiksmą glaudžiai siejamą su pareigomis, bei galiausiai (3) integruotas požiūris, kai moralus elgesys suvokiamas kaip sentimentų ir emocinių reakcijų pasekmė (Black 1995; Boehm 2000; Flack & de Waal 2002). Išanalizavus konceptualiųjų metaforų kalbinę raišką paaiškėjo, kad straipsniuose vyrauja metaforos POLITIKA KAIP JĖGA ir POLITIKA KAIP TARPUSAVIO SANTYKIAI.

In the last 10 years, a highly productive space of metaphor analysis has been established in the discourse studies of media, politics, business, and education. In the theoretical framework of Conceptual Metaphor Theory and Critical Discourse Analysis, the restored metaphorical patterns are especially valued for their implied ideological value as realized both conceptually and linguistically. By using the analytical framework of Critical Metaphor Analysis and procedurally employing Pragglejaz Group's Metaphor Identification Procedure, this study aims at analyzing the implied value of the evoked metaphors in the mission statements of the first 20 European Universities, according to the Webometrics ranking. In this article, it is proposed that Universities' mission statements are based on the positive evaluation of the COMMERCE metaphor, which does not fully correlate with the ideological framework of sustainability education but is rather oriented toward consumerism in both education and society. Despite this overall trend, there are some traceable features of the conceptualization reflecting the sustainability approach to higher education, as related to freedom of speech, tolerance, and environmental concerns. Nonetheless, these are suppressed by the metaphoric usages evoking traditional dogmas of the conservative ideology grounded in the concepts of the transactional approach to relationship, competitiveness for superiority, the importance of self-interest and strength, and quantifiable quality.

The present study aims at reconstructing and contrasting the complex metaphor of POLITICIANS ARE RATIONAL ANIMALS in Lithuanian and British media political discourse. The research material consists of the analytical articles retrieved from the electronic archives of the www.economist.com and www.politika.lt websites in the time span of five years (i.e. 2002-2007). The method applied to investigate the collected data is that of content analysis in the theoretical framework of cognitive linguistics and conceptual metaphor theory. The research findings reveal that the complex metaphor of POLITICIANS ARE RATIONAL ANIMALS is represented by the following source domains: STRENGTH and BUSINESS. Their use gives evidence of Pragmatic Morality shaping the system of political beliefs and expectations in Great Britain and Lithuania. In this view, morality is understood as a human invention explicitly devised to control combative and selfish tendencies in a society. The use of violence and force is thus seen as a constituent part of political activities. Moreover, moral politics is associated with coercive and forceful behaviour. The key concepts underlying pragmatic politics are STRENGTH, FORCE, CONTROL, ORDER, STABILITY, RULES etc.

By using the analytical framework of Critical Metaphor Analysis (CMA) and procedurally employing Pragglejaz Group's Metaphor Identification Procedure (MIP), this study aims at evaluating metaphor use in the narrative of presidential New Year greetings of twelve political leaders. The evaluation of the identified 409 metaphoric clusters has demonstrated that different political leaders evoke two power skills within the ethical dimension: hard and soft. Furthermore, it has been clarified that hard power leadership is more varied at its three conceptual levels of semantic representation: pragmatic, intermediary and transactional. The clarified metaphoric utterances have revealed that female leaders are more democratic in their conceptualisation and linguistic preferences than their male counterparts, i.e. the male leaders tend to prioritise competitive forcefulness over cognitive empathy and community concerns, while the female leaders tend to emphasize the importance of a unified and compassionate approach to solving social and political problems.