The Effect of Metaphor on Political Attitudes

An experiment was conducted to investigate the impact of metaphors embedded in news articles involving political figures and events. Seventy-two subjects read four brief articles which varied, according to condition, in the valence of the metaphor. It was hypothesized that subjects reading a positively valenced metaphor, which cast the subject of the comparison in a desirable light, would rate. both the person and the issue mentioned in the news article more favorably than would subjects reading a negative metaphor. This hypothesis was confirmed, but only for more politically sophisticated subjects — those more attentive to political news were significantly more influenced by the experimental manipulation. It is suggested that these individual differences may be explained by a schema-based account of metaphor comprehension.