Volume 7, Issue 2
  • ISSN 2210-4070
  • E-ISSN: 2210-4097
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This paper examines sports metaphors as symbolic resources for electoral discourse, focusing on both their conventional nature and their strategic value in delivering the political message. It takes the form of a case study analyzing the multimodal realizations of the ‘EuroChampion’ sports metaphor in five posters used by the Romanian Liberal Party in the 2014 campaign for the European Parliament. We argue that the ‘EuroChampion’ metaphor and the richness of sports imagery are strategically used to enhance deeper doctrinal party positioning, such as promoting meritocracy and competitiveness, while, at the same time, empowering women candidates in the election.


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  • Article Type: Research Article
Keyword(s): electoral race; metaphor and politics; sports metaphor; women’s empowerment
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