Strategy Research On Metaphor Framing Core Values In Obama's Your Weekly Address

It's a really significant strategy for each nation and district all over the world to construct and communicate core values during current situation. It helps improve national identity and promote international voice and image. After the second world war, the United States has gradually spread national values as the way to strengthen the national identity, cultural expansion, while head of government's political speech as a vital approach to spread values.Political speech is a kind of expression with clear logic and intensely emotion. During the speech, speaker use metaphor to frame a scene, which implying the political tendency, attitude and values, through the words, metaphor and frame trying to persuade listeners and reach agreement.In this research, we choose president Obama's your weekly address in 2015 as research objects, classifying the content into six aspects-they are safety issue, legal issue, environment issue, education issue,economy issue and medical issue. And try to use metaphor and framing theory to analyze how he construct and spread values through the words.After data collecting and analysis,we find there are two steps to construct and spread values. Step 1 is identifying the metaphor and constructing the surface frame with metaphor words which including negative fame that prove the necessity and positive frame that prove the possibility. Step 2 is combining the different surface fames to stimulate deep fame in people's mind. We find that safety, fair, protect and empathy are the most frequent stimulated frame. The reason why safety and fair have been stimulated is that American people believe that all men are created equal,the right to life, to be safe are human's basic right. So they concern their safety and fair shot to aspire success. As for the protect and empathy, these values come from raising children family values.