metaphorical discourse

The aim of the present study was to investigate the metaphorical managerial discourses of the heads of executive branches in the last three decades, which have been categorized and presented in the form of 4 categories (structural, directional, existential, critical metaphorical discourses).

This study is of analytical-descriptive type and according to the implementation method, it is considered as a hybrid study. The statistical population of this study is all valid articles available on the electronic sites "Google", "Magiran", "Science Direct" in the period 1994 to 2018, which the researcher has used to carefully and deeply review the subject using meta-combination method. For this purpose, 49 suitable articles were identified from the mass of original articles. In order to analyze the selected articles, constituent concepts, dimensions and influential components, the content analysis method and Kapa index and also to prioritize the indicators, Shannon's entropy method was used.

Research has shown that in election campaigns, candidates use various propaganda tricks to explain and justify their ideas, and one of the main requirements for winning the presidential election is to pay full attention to the methods, styles and tactics that candidates can use. Use.