Environmental issues through a metaphorical lens

Abstract

The paper explores the persuasive power of the metaphorical model “Ecopolitics is a religion” within a popular science book Schluss mit der Ökomoral! Wie wir die Welt retten, ohne ständig daran zu denken by Dr. Michael Kopatz. The specific cross-domain mapping gives rise to numerous metaphorical expressions that preserve the emotional spectrum linked to the concepts within the source domain (religion). Religion is deeply engrained in society, culture, and history, and therefore elicits strong emotional responses. This allows for the opportunity to shape attitudes and behaviours towards the environment and provides a way to structure our understanding of ecopolitics. The results of the study show that the metaphorical model “Ecopolitics is a religion” is represented by frames “The Ten Commandments”, “Redemption” and “Texts”, whose multilevel interaction possesses the potential to heighten ecological awareness. The author concludes that religious metaphors imply more peaceful inclusive approaches to environmental issues, as opposed to martial metaphors, but should be selected carefully to avoid the development of counterproductive perceptions that diminish their persuasive impact.