Strategic Communication in Politics: A Cognitive-Pragmatic Approach to Presidential Speeches

This study examines the role of strategic communication in presidential discourse through a cognitive-pragmatic framework. In contemporary political environments, presidential speeches serve not only as vehicles for conveying information but also as powerful instruments for shaping public perception, legitimizing political decisions, and constructing social reality. Drawing upon Conceptual Metaphor Theory, Framing Theory, and Mental Space Theory, this research explores the cognitive mechanisms underlying persuasive political communication. Using qualitative critical discourse analysis, the study investigates how political leaders strategically employ conceptual metaphors, cognitive frames, and pragmatic devices to influence audience interpretation. Particular attention is devoted to the mapping of abstract political concepts, such as national security, economic development, and diplomatic cooperation, onto concrete experiential domains that facilitate public understanding and acceptance.The findings suggest that the effectiveness of presidential communication depends largely on cognitive resonance, namely, the degree to which political narratives correspond to culturally embedded mental models and shared social values. The study demonstrates that conceptual metaphors and strategic framing function as powerful cognitive tools that shape public attitudes, reinforce political legitimacy, and influence policy support. Furthermore, the analysis reveals that presidential rhetoric plays a significant role in constructing national identity and guiding diplomatic narratives within the international arena. This research contributes to the field of political linguistics by offering an integrated cognitive-pragmatic framework for analyzing contemporary political discourse and advancing our understanding of the relationship between language, cognition, and political power.