대통령 후보의 은유적 메시지에서의 판타시아(시각성)와 에나르게이아(생동감) -- 한국 19대 대통령선거의 주요 후보를 중심으로 -한국 19대 대통령선거의 주요 후보를 중심으로 -
The dimension of phantasia and enargeia in the metaphors used by presidential candidates - Focusing on the main candidates in South Korea’s 19th presidential election -
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이 연구는 “감탄을 자아내는 은유의 힘이 판타시아(시각성)와에나르게이아(생동감)에서 나온다”라는 수사학 논의가 현대 대통령 후보의 은유적 메시지에 어떻게 적용되는지 실증한다. 한국 19대 대선에 출마한 문재인·홍준표 후보의 발언에 대한 분석결과는 대선후보들이 관념적인 선거 메시지를 시각성과 생동감이 있는 새로운 이미지에 자주 비유하는 점을 보여준다.추격하는 후보는 선두 후보를 공격하기 위해 이런 새 은유를 더적극적으로 개발했다. 또, 후보들은 문어체의 어휘를 익숙한 이미지의 사은유로 대체해 시각성을 강화하는 것으로 나타났다. 끝으로, 대통령 후보들이 특정 수사적 상황에 대처하는 새 은유나 사은유를 반복해 대형 선거 메시지로 만드는 점이 발견됐다. 이 소수 은유는 판타시아나 에나르게이아 같은 시각적 감탄요소와 반복적 진술로 인한 프레이밍 작용으로 인해 대선의중심 메시지가 되는 것으로 설명됐다.
Abstract
The present study contends that metaphor is a visual device, and its power of persuasion comes from the phantasia (visibility) and enargeia (liveliness) that it lends to the messages conveyed by contemporary presidential candidates. The paper applies this insight to an analysis of the public speeches of South Korean presidential candidates Moon Jae-in and Hong Jun-pyo, which demonstrates that presidential candidates frequently create new metaphors that create visual cognates of their personality, agenda, or policies (or those of their competitors), in this way using the power of phantasia and enargeia. The analysis also shows that presidential candidates often utilize hackneyed or 'dead' metaphors when referring to clichéd issues. One hypothesis that may explain the use of such dead metaphors is that they are very familiar to people and in this sense have a type of visibility, so presidential candidates enjoy using them despite their lack of liveliness. Moreover, the paper's findings indicate that compared to the candidate who is winning, the candidate who is losing is more prone to develop new metaphors and to repeatedly use them to attack the candidate who is in the lead. However, with regard to the use of dead metaphors, there is less difference between the candidates. Finally, the study demonstrates that presidential candidates strengthen their campaign messages by reiterating new and dead metaphors which have phantasia or enargeia. Moon and Hong had to deal with issues which required rhetorical responses, which I call “rhetorical situations”, such as impeachment, the left-right ideological conflict, and Hong's improving approval rating. As rhetorical responses, between them they used the political metaphors “candlelight,” “aristocratic union,” and “southeastern storm” 22 times, 24 times, and 12 times, respectively. In contrast to previous studies that do not recommend the repetition of metaphors, the present study argues that when the use of metaphors is involved in an election, message-framing through repetition becomes more critical. In the presidential election, political metaphors play an essential role through their employment of the visual elements of phantasia and enargeia, which inspire admiration for the user . This study suggests that the metaphors repeatedly used by presidential candidates are not mere decorative phrases, but instead mark the distillation of the many messages which emerge during a presidential election.
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