The Application Of Lakoff 's Family Based Models

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Chapter Four: Methods
Introduction
This study essentially investigates the application of Lakoff’s family-based models in the American electoral speeches. A few previous studies have already conducted to answer the question of how to apply Lakoff’s cognitive models to the analysis of political discourse. The discussion in the previous chapter shows how (Cienki 2004, 2005a, b, Ahrens and Yat Mei Lee 2009, Ahrens 2006, 2011) attempt to put Lakoff’s cognitive models into an empirical investigation in order to find out how political actors construct their political discourse. The conclusion of chapter 3 shows that these studies test specific hypotheses in well-compiled data and follow a clear methodology. However, the researchers find some shortcomings in their investigations.
This investigation attempts to avoid making the same pitfalls that have been described by following an alternative procedure of applying SF and NP morality models. As discussed in chapter three (sections 3.1, 3.1.1, 3.1.2), SF and NP models indicate Lakoff’s prediction about conservatives and progressives way of thinking. Lakoff predicts that if political actors of both parties adopt either SF or NP moral standpoint, accordingly this will affect the politicians’ framing of ideas, issues and will shape the policy they adopt. For Lakoff (1996) the SF and the NP models represent internalized cognitive way of thinking and ultimately acting. They are cognitive models that indicate separate ideological
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