The effect of iconicity and embodiment on the spread of media frames

Abstract

This paper investigates the relationship between framing, metaphors, and embodied cognition in shaping public discourse, particularly focusing on the Brexit narrative. Framing is a communication strategy that emphasises certain aspects of a reality to promote specific interpretations of an event or an issue. Metaphors rooted in shared cultural and physical experiences serve as powerful devices in the framing process, tapping into the audience’s embodied mind to evoke emotional responses and make abstract political issues more tangible. In this work, the frame of the ‘Brexit ticking clock’ is presented, which makes use of various sub-metaphors to influence public perception, facilitating the spread of specific views and enhancing the memorability and persuasiveness of the message.