The role of conceptual metaphors in the new rhetoric [In Persian]

Classical rhetoricians utilized metaphor as one of the literary arrays for the beauty of words and saw ornamentation and word arrangement as important and crucial components in the development of literary works. This idea has a unique and different perspective from the conventional view in the modern period and in the context of cognitive linguistics. According to cognitive linguistics, metaphor is a cognitive process that is present in both literary and ordinary language. It is not just a literary phenomenon. The modernist era brought about a change in the metaphor notion, and the new rhetoric gave attention to the eloquent reader in addition to the eloquent phrase and rhetorician. The goal of the present research is to better understand how metaphor functions in contemporary discourse. The study's findings demonstrate that contemporary metaphors have a conceptual component that frees audiences to interpret metaphorical meaning in accordance with the amount of concrete data and information stored in their semantic memories. This method of using metaphor results in the production of meaning. Based on this, a conceptual metaphor based on the discussion of meaning production can be considered the foundation of new rhetoric. In reality, it plays a crucial role in recognizing and comprehending phenomena and affairs and actually creates a cultural model in the mind that the behavioral chain is planned accordingly.