1

THE CONCEPTUAL METAPHOR OF CORRUPTION IN

VIETNAMESE ONLINE NEWSPAPERS
PART 1. INTRODUCTION
1. Rationale of the study
Language is a fundamental element used for communication and
expression in various forms of human endeavors, including politics and
media. In political discourse, politicians use indirect language due to the
negotiable and dynamic nature of word meanings, which allows for unique
references not typically found in dictionary descriptions. Direct language is
frequently employed by politicians to discuss political risk topics, often linked
to career protection, gaining an advantage, and maintaining politeness. The
concept of corruption is one abstract phenomenon that is frequently evoked
by journalists in news reporting and editorials with an underlying assumption
that the meaning is universally self-evident.
Journalists choose events and themes by social category to create news.
The media reports on current events and their cultural importance. The
media's diction, grammar, and semantics shape discursive events'
perspectives. The media may shape public opinion, writing, and effects.
Metaphorical language is one way media create vivid imagery. Metaphors
characterize one mental area in terms of another in cognitive linguistics. They
create visuals that make an idea more palpable and stunning than if conveyed
directly (Ricoeur 60). Metaphors may help define a complicated concept like
corruption by providing striking examples. To avoid controversy and gain
support, politicians employ metaphors to handle tough circumstances and
articulate challenging ideas. Conceptual metaphors shape conversation and
encode ideas, therefore understanding them is vital.
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This research aims to explore how Vietnamese correspondents

conceptualized the Corruption in the online newspaper in Vietnam from 2012
to 2024 . It will reveal a dimension in the language use of the media in
Vietnam by focusing on the use of metaphors as a discursive means of
mediating and challenging the wide spread of corruption in Vietnam. This is
because conceptual metaphor proves to be utterly compelling evidence of the
relationship between language and cognitive process. Accordingly, the
cognitive mechanism in conceptual metaphor – understanding one thing
(target domain) via another thing (source domain) – generates numerous
metaphorical expressions. For example, the conceptual metaphor
CORRUPTION IS WAR motivates abundant linguistic metaphors
(“corruption can have widespread and devastating effects on society.”,
“Corruption is seen as a battleground where various forces vie for power,
resources, and control”, “Corruption, like war, can leave long-lasting scars on
a society”). Furthermore, conceptual metaphor is associated with persuasion
of evaluations as part of ideology of texts (Charteris-Black, 2004, p.28).
The ongoing fight against corruption in Vietnam, led by the
Vietnamese Communist Party and its General Secretary, Nguyen Phu Trong,
often utilizes metaphors, exemplified by campaigns like “Đốt lò”. Under the
leadership of General Secretary Nguyen Phu Trong, known for his staunch
anti-corruption stance, Vietnam has initiated significant measures against
corruption. He has poignantly described corruption as “an internal invader
that corrodes the party, state, and social system,” highlighting its destructive
impact (Nguyễn Phú Trọng, 2019). This perspective underscores the critical
nature of the government’s anti-corruption measures and the need for a firm
and comprehensive approach to dismantle the entrenched networks of
corruption that have long plagued the nation. By examining the use of
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conceptual metaphors, the research intends to reveal how linguistic strategies

may affect policy formation, implementation, and public receptivity,
highlighting findings from Charteris-Black (2004) that suggest metaphors can
significantly sway policy acceptance and development.
According to Fabiszak (2007, p.102), when dealing with the domain of
corruption, many linguists employ Critical Metaphor Analysis (Charteris-
Black, 2004) to reveal highlights and hidings in the metaphor instead of using
Conceptual Metaphor Theory (proposed by George Lakoff and Mark Johnson
in the 1980s). Because CMT only focuses on how these conceptual mappings
structure our understanding of the world while CMA looks at how metaphors
are employed in discourse to convey power dynamics, cultural values, or
political ideologies. This method employed term is that of domain (as in
source and target domain), and it tries to higlight the ‘surface’ The drawback
of one conceptual level adoption is that the process of metaphorical
conceptualization is not clearly revealed the ‘deep’ metaphors. When these
terms (such as the level of image schemas, the level of domains, the level of
frames, and the level of mental spaces) and claim that these are sufficient to
describe and explain conceptual metaphors, The resulting overall picture of
conceptual metaphors provides us with a new comprehensive framework for
the study of metaphor in CMT.
Hence, this stuydy try to intergrate CMA with MLV to hilight the
hiding meaning of each conceptual metaphor through the three stateges, i.e.,
metaphor indentification went with linguistic expressions, metaphor
interpretation with coginitive linguistics and metaphor explanation also try to
construed metahphors in contextual meaning (pragmatic linguistics), as well
as applying the multi-level view of metaphor, and we can gain a great deal of
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coherence and uniformity in the description of a variety of different

phenomena in the study of metaphor.
This research delves into the role of conceptual metaphors in Vietnam’s
anti-corruption narrative, focusing on articles from three key media sources:
Nhan Dan Online, Vietnam News, and the Communist Review Journal. Nhan
Dan Online represents the government’s perspective, offering insights into
official strategies and achievements. Vietnam News, an English-language
newspaper, provides a global perspective on Vietnam’s anti-corruption
efforts. The Communist Review Journal offers a scholarly view, delving into
theoretical frameworks and policy implications within the Communist Party.
Through these sources, the study aims to dissect how conceptual metaphors
shape public discourse on anti-corruption (Nhan Dan Online, 1951; Vietnam
News, 1991; Communist Review Journal, 1929).
The data source includes 500 articles on the Vietnamese online
newspapers war published during the 2012 – 2024 period and beyond. This
study only chooses the data during this period (2012-2024) because 2012 is
seen as a milestone in the fight against corruption, marked by the
establishment of the Central Steering Board on Prevention, Anti-Corruption
under the Ministry of Politics, to be chaired by the Secretary-General to direct
comprehensive prevention and anti-corruption work throughout the country.
(The Fifth Central Conference XI (May 2012)). During over 10 years, Dr. Chu
Hoang Long from the Australian National University said that Vietnam's upward movement in the
corruption perceptions index (CPI) report by Transparency International indicates that Vietnam's
efforts in combating corruption have resulted in significant changes recognised by
international experts.

The study is also contextualized within the socio-political landscape of

Vietnam, where the media is tightly regulated yet remains a vital channel for
governmental communication. This dual function of the media - as both a
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vehicle for state propaganda and a medium for public engagement - makes the
Vietnamese context particularly intriguing for studying the dynamics of
metaphorical framing in political communication.
The purpose of this study, titled "The conceptual metaphor of
Corruption in Vietnamese online newspaper," is to address the lack of an
analytical framework for conceptual metaphor. This framework aims to
provide a comprehensive understanding of metaphor from various
perspectives, including linguistics, cognition, and pragmatics. Additionally, it
explores the dynamic process of conceptualizing metaphors through
hierarchical conceptual levels.

2. Statement of problem
This research addresses the critical and complex issue of how
metaphorical language strategically shapes public discourse and attitudes
towards corruption in Vietnam.
This topic is particularly relevant given Vietnam’s continuous fight
against corruption, led by key political figures such as General Secretary
Nguyen Phu Trong, who have utilized compelling metaphors like “Đốt lò” to
rally public support and validate anti-corruption campaigns. Despite these
efforts, there is a noticeable gap in the research concerning the impact of these
metaphors on public perception and the effectiveness of related policies,
especially within a media environment that is stringently controlled.
Corruption remains a substantial barrier to Vietnam’s development and
governance despite ongoing efforts to combat it. The rhetorical use of
conceptual metaphors positions corruption as a significant adversary,
demanding a unified and robust response. However, the influence of this
metaphorical framing on public attitudes and the broader discourse
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surrounding corruption in Vietnam has not been thoroughly investigated. The

lack of a detailed analysis of the metaphors’ effectiveness and their reception
by the public is central to the problem this study aims to address.
Adding complexity to Vietnam’s political communication landscape is
the enduring influence of Ho Chi Minh, whose anti-corruption rhetoric
continues to resonate in contemporary discussions. His assertion that “To
carry out a revolution, an organization needs integrity, clarity, and honesty”
(Ho Chi Minh, 1960) highlights the essential role of integrity in governance
and revolution, positioning corruption as contrary to the ideals of the
Vietnamese state and society. This study explores how Ho Chi Minh’s themes
of integrity and honesty are currently being invoked and reinterpreted in the
political and media discourse on corruption. The Fifth Central Conference XI
(May 2012) decided to advocate the establishment of the Central Steering
Board on Prevention, Anti-Corruption under the Ministry of Politics, to be
chaired by the Secretary-General to direct comprehensive prevention and anti-
corruption work throughout the country. Implementing this initiative, on
February 1, 2013, the Steering Committee was formally established and
began to implement its activities, consisting of key leadership officers in
relevant Party and State bodies.
The strategic use of metaphors in political discourse, as emphasized by
scholars like Lakoff and Johnson (1980), highlights the conceptual role of
metaphors in shaping our understanding of and attitudes towards complex
issues like corruption. However, applying these theoretical insights to the
specific context of Vietnam’s media landscape and anti-corruption campaign
has been notably lacking. Given that the Vietnamese media operates within a
single-party system, it presents a unique case for examining how government-
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endorsed metaphors are disseminated and their impact on public perception and
discourse.
Therefore, this study identifies a significant gap in the literature
regarding the role of metaphorical language in political communication in
Vietnam, especially in connection with anti-corruption efforts. By focusing on
the conceptual metaphors used in Vietnamese news discourse and their
potential effects on public perception and engagement with anti-corruption
initiatives, this research aims to enhance both the theoretical understanding of
metaphors in political discourse and provide practical insights into effective
communication strategies for governance and policy advocacy.
3. Aim and objectives of the study
The purpose of this research is to examine how the Vietnamese online
newspapers conceptualized the target ‘Corruption’. Using a conceptual
metaphor method, it presents many conceptual metaphors of corruptions. When
these metaphors aim to show the ideologies behind metaphor choices in
specific circumstances, they are critical metaphors (CMA). Furthermore, they
are dynamic because they function concurrently on four levels of MLV that
alter schematicity: image schema, domain, frame, and mental space. This
research uses an adjusted CMA-MLV framework to try to piece together
metaphors about the Corruption or Anti- corruptin from their linguistic
expressions, cognitive expressions and pragmatics expressions and show how
the metaphors progress through four stages of analysis. The study's overarching
goal is to provide empirical evidence that conceptual metaphor—a product of
the dynamic interplay of the human body, its motor-sensory apparatus, cerebral
faculties, physical surroundings, and cultural contexts—is an effective means
of building the human inner world.
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Ultimately, the study seeks to provide insights into the strategic use of
metaphorical language in political communication and offer recommendations
for policymakers, media practitioners, and civil society actors on enhancing the
effectiveness of government communication and policy advocacy.
To achieve the above stated aim, the following objectives are set:
- to identify dominant conceptual metaphors conceptualizing
Corruption in Vietnam from the period (2012-2024) in the Vietnamese online
newspapers.
- to interpret how the dominant conceptual metaphors for Corruption
are construed via Multi-level View of conceptual metaphor.
- to find out the effect of using hierarchical conceptual levels on
conceptual metaphors of Corruption to get in depth information in language,
thought, and bodily experiences, shaping our understanding of the world in
intricate ways.
- to explain what ideologies, motivate the metaphors for Corruption in
Vietnam.
- To find out whether exits a shift in thought in the use of conceptual
metaphors in different periods of the anti-corruption process.
4. Research questions
To achieve the above-mentioned objectives, the study seeks to answer
the following research questions:
Research question 1: What are the prevalent conceptual metaphors of
corruption in online news articles?
Research question 2: How are these conceptual metaphors construed
via multi-level view framework?
Research question 3: What ideologies motivate these conceptual
metaphors?
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5. Research tasks
The study examines the use of conceptual metaphors in anti-corruption
discourse in Vietnam, aiming to understand their impact on societal
perceptions and responses to corruption.
It involves identifying metaphorical language in news discourse,
categorizing metaphors thematically, quantifying their prevalence, and
assessing public reception. Additionally, the study evaluates the alignment of
these metaphors with government actions and compares them across cultural
contexts.
Ultimately, it seeks to offer recommendations for policymakers, media,
and civil society on effectively leveraging metaphorical language in anti-
corruption efforts.
6. Scope of the study
The study focuses on analyzing the use and impact of conceptual
metaphors in anti-corruption discourse in Vietnam.
It specifically examines how the metaphor of war is employed in news
discourse about corruption and anti-corruption efforts. The analysis is
confined to a specific timeframe, coinciding with significant political events
or anti-corruption campaigns led by figures like General Secretary Nguyen
Phu Trong.
Major Vietnamese news platforms are the primary focus for content
analysis, with a methodological framework combining qualitative and
quantitative approaches. The study situates its analysis within Vietnam’s
cultural and political context to understand the resonance and implications of
these metaphors effectively.
7. Research methodology
 10

The mixed-methods research strategy of this study uses qualitative and

quantitative analyses to investigate how metaphors create perceptions, mobilize
public opinion. To capture the intricate dynamics of metaphorical language in
political communication, the technique is rigorously academic and incorporates
known research procedures (Creswell & Creswell, 2017).
Mixed-methodologies research provides for a detailed investigation of
the issue by combining qualitative and quantitative methods (Creswell &
Creswell, 2017). Its combination of qualitative content analysis and
quantitative frequency analysis makes it ideal for conceptual metaphor
research. The pragmatic design prioritizes research questions and objectives
to choose methodologies (Tashakkori & Teddlie, 2010).
This study relies on a large corpus of Vietnamese anti-corruption news,
editorials, and reports. Purposeful sampling targets prominent Vietnamese
news outlets that cover anti-corruption initiatives. Data from previous years
shows how anti-corruption rhetoric has escalated under political leaders
(Riffe, Lacy, & Fico, 2014).
The selected corpus’ conceptual metaphors are identified and
interpreted using qualitative content analysis. By closely examining texts, this
technique codes metaphorical language and organizes it into theme groupings
depending on its meanings and implications (Schreier, 2012). A grounded
theory analysis allows themes to arise spontaneously from the data without
predefined categorization (Charmaz, 2006).
Quantitative frequency analysis measures conceptual metaphor
prevalence throughout the sample to support qualitative analysis. This entails
meticulously counting military metaphors like “battle,” “frontline,” and
“enemy.” This approach may quantify the metaphor’s saturation in anti-
corruption discourse using statistical tools (Riffe, Lacy, & Fico, 2014).
 11

Surveys, interviews, and focus groups with Vietnamese residents help

explain public reception and the media’s involvement in conceptual
metaphors. This job collects multiple views on the metaphor’s efficacy,
emotional resonance, and cognitive influence. The report examines media
practices, censorship, and self-censorship in Vietnam’s tightly regulated
media environment (Freedom House, 2020; Reporters without Borders,
2021).
Policy papers, speeches, and official comments are analyzed to see if
metaphorical framing matches government anti-corruption initiatives. This
entails qualitative analysis of how conceptual metaphors influence policy
rhetoric, development, execution, and public approval (Charteris-Black,
2004).
Finally, ethics are crucial when dealing with delicate matters like
corruption and public opinion study participants. The study follows
confidentiality, informed consent, and participant respect criteria (American
Psychological Association, 2010).
9. Significance of the study
This research holds theoretical and practical significance for Vietnam’s
anti-corruption endeavors by exploring the relationship between language,
perception, and policy.
It applies Conceptual Metaphor Theory to Vietnamese news media
discourse on corruption, advancing our understanding of how strategic
language usage shapes public discourse and perception. The study’s insights
benefit policymakers, government officials, media professionals, and anti-
corruption campaigners, offering communication strategies to win support for
anti-corruption initiatives, improve journalism practices, and engage the
public in policy conversations. Additionally, by analyzing Vietnam’s unique
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socio-political context, the research enriches global political discourse and

expands our knowledge of political communication strategies.
9. Research plan
The detailed research plan outlined below is designed for the study.
Time Phase Key Activities Goals to be Achieved
(Months
)
1-6 Setup and - Conduct literature - Identify research
preparation review and establish themes and gaps.
database. - Ensure reliable and
- Develop and test data valid data collection
collection tools. methods.
7-12 Data - Initiate and expand - Compile and broaden
collection collection of articles. dataset.
- Conduct preliminary - Refine data collection
analyses. and analysis methods.
13-18 In-depth - Perform qualitative - Create framework for
analysis and initial quantitative analysis.
analyses. - Identify patterns and
- Develop coding quantify metaphor
schemes. usage.
19-24 Public - Conduct public - Integrate public
engagement perception studies and insights.
and review midterm reviews. - Evaluate and adjust
- Analyze policy and research
media impact. methodologies.
25-36 Final - Complete all analyses. - Synthesize research
analysis and - Draft, review, and findings.
publication publish findings. - Achieve publication
and disseminate results
to stakeholders.
1-6 Setup and - Conduct literature - Identify research
preparation review and establish themes and gaps.
database. - Ensure reliable and
- Develop and test data valid data collection
collection tools. methods.
7-12 Data - Initiate and expand - Compile and broaden
collection collection of articles. dataset.
 13

Time Phase Key Activities Goals to be Achieved

(Months
)
- Conduct preliminary - Refine data collection
analyses. and analysis methods.
13-18 In-depth - Perform qualitative - Create framework for
analysis and initial quantitative analysis.
analyses. - Identify patterns and
- Develop coding quantify metaphor
schemes. usage.
19-24 Public - Conduct public - Integrate public
engagement perception studies and insights.
and review midterm reviews. - Evaluate and adjust
- Analyze policy and research
media impact. methodologies.
25-36 Final - Complete all analyses. - Synthesize research
analysis and - Draft, review, and findings.
publication publish findings. - Achieve publication
and disseminate results
to stakeholders.
10. Personal experience, knowledge, understanding, and
preparations of the candidate
The candidate’s personal experience is formed by the stark reality of
corruption among officials and party members, especially those in authority
and responsibility. The candidate has seen directly how corruption harms
governance, public trust, and society, thus he knows corruption must be
addressed immediately. This intimate experience fuels their personal and
scholarly quest to understand and fight community corruption.
The applicant also extensively studies authoritative literature and
official documents from Vietnamese media channels. The candidate strives to
understand corruption’s causes, symptoms, and social effects. The candidate
understands corruption’s complexity and far-reaching effects by carefully
reading scholarly literature, policy papers, and media stories.
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The candidate’s awareness of language’s strategic function in molding

public views and attitudes toward corruption shows a deep comprehension of
communication power dynamics. The candidate argues for strategic language
use to improve the community, recognizing its persuasive power, especially
in anti-corruption initiatives. The candidate hopes to rally support and fight
corruption by using rhetoric and communication skills.
Practical steps are taken to provide candidates with the tools and skills
they need to effectively contribute to the anti-corruption fight, in addition to
theoretical knowledge and conceptual understanding. The candidate learns
about conceptual metaphors and associated linguistic constructs via rigorous
research and study, preparing for their scientific study of metaphorical
language in corruption discourse. The applicant also rigorously prepares,
improving their analytical and research skills to ensure the rigor and integrity
of their scholarship.
11. Structure of the study
In addition to the Introduction, Conclusion, References, and
Appendixes, the study is orgnized into several chapters as follows:
Chapter 1. Literature review: This chapter evaluates how metaphors
shape perceptions through Conceptual Metaphor Theory, focusing on
corruption in both global and Vietnamese contexts. It identifies gaps in
research on metaphor use in Vietnam’s anti-corruption media coverage.
Chapter 2. Methodology: Outlines a mixed-methods approach for
analyzing metaphors in Vietnamese corruption news, detailing data
collection, analysis methods, and ethical considerations.
Chapter 3. Findings and discussion: Presents findings on prevalent
metaphors in anti-corruption discourse, their impact on public perception and
media propagation, and implications for policy-making in Vietnam.
15
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PART 2. CONTENT
CHAPTER 1. LITERATURE REVIEW
CHAPTER 1. LITERATURE REVIEW
1.1. CONCEPTUAL METAPHOR THEORY
1.1.1. Definitions of conceptual metaphor
Conceptual metaphor theory, introduced by Lakoff and Johnson (1980),
shows how abstract concepts are understood through concrete experiences,
reshaping our views on language, thought, and cognition. This theory
highlights that metaphors are not just linguistic devices but are central to
human cognition, as seen in metaphors like “time is money” that transform
abstract ideas into tangible forms. It underscores the importance of metaphors
in communication and cognition, influencing language and shaping social and
cultural frameworks. This perspective encourages a reevaluation of the
language-thought relationship and enhances our understanding of societal
norms and cultural narratives across various fields.
1.1.2. Conceptual metaphor domains
Conceptual metaphor theory, central to cognitive linguistics, explores
how humans conceptualize and express experiences through metaphors
involving distinct domains: source, target, and intermediate (Lakoff &
Johnson, 1980; Lakoff & Turner, 1989). The source domain provides concrete
elements that form metaphors, helping elucidate complex concepts through
familiar experiences, such as using a “journey” to describe “love.” The target
domain, in contrast, often embodies more abstract concepts that the metaphor
seeks to clarify, such as “love” in the metaphor “love is a journey.” The
intermediate domain acts as a bridge, containing elements from the source
that directly relate to the target, enhancing understanding by linking concrete
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experiences with abstract ideas, like using aspects of a journey - exploration,

challenges - to better grasp the complexities of love.
1.1.3. Categories
Conceptual metaphor theory, proposed by Lakoff and Johnson (1980),
redefines metaphors as fundamental to human thought and language,
categorizing them into orientational, structural, ontological, and metonymic
types. Orientational metaphors, like “up is good,” link physical experiences to
abstract concepts. Structural metaphors, such as “argument is war,” use
familiar structures to clarify complex ideas. Ontological metaphors treat
abstractions as entities, making them tangible, as in “time is a resource.”
Metonymic metaphors simplify communication using part-whole relationships,
like “the White House” representing the U.S. government. These categories
collectively deepen our understanding of how metaphors shape cognition and
communication.
1.1.4. Mapping
Conceptual metaphor theory, as described by Lakoff and Johnson
(1980), emphasizes the role of mapping in translating abstract concepts into
concrete experiences to enhance understanding. This process involves
aligning elements from a familiar, concrete source domain to an abstract
target domain, supported by the invariance principle which maintains the
structural integrity of the source in the target. Additional frameworks include
cognitive models (Johnson, 1987) that shape perceptions and influence
metaphor creation, embodied cognition (Lakoff & Johnson, 1999) which links
physical experiences to abstract thinking, and cultural models (Holland &
Quinn, 1987) that reflect communal beliefs and values shaping metaphor
interpretation.
1.1.5. Conceptual metaphor identification
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In metaphor identification, researchers use top-down and bottom-up

approaches. The top-down approach, as detailed by Steen et al. (2010), uses
established theories like Lakoff & Johnson’s Conceptual Metaphor Theory
(1980) to identify metaphors from known frameworks, ideal for consistent
theme analysis across texts. In contrast, the bottom-up approach begins
directly with the text, analyzing linguistic deviations to discover novel or
unexpected metaphors without prior assumptions. This study adopts the
bottom-up approach to explore how metaphors in Vietnam’s media uniquely
shape perceptions of corruption, offering fresh insights into metaphorical
framing in a specific cultural context.
1.2. CRITICAL METAPHOR ANALYSIS
1.2.1 Theoretical foundations
Critical Metaphor Analysis (CMA) combines insights from linguistics,
cognitive science, and critical discourse analysis to explore the relationship
between language, cognition, and societal constructs. This approach focuses
on how metaphors in discourse shape reality, ideologies, and power
dynamics, integrating methods from Critical Discourse Analysis, pragmatics,
corpus linguistics, and cognitive linguistics. CMA reveals the intentions
behind language use, providing a deeper understanding of metaphor’s role in
comprehension, persuasion, and reflecting power relations. Charteris-Black
(2004, 2005) highlights metaphor’s persuasive power in political discourse,
showing how it leverages both personal experiences and social contexts.
1.2.2. Stages of CMA
Critical Metaphor Analysis (CMA) merges linguistics, cognitive
science, and critical discourse analysis to explore metaphors’ roles in shaping
ideologies and power dynamics. It begins with identifying metaphors using
the Metaphor Identification Procedure (MIP) by the Pragglejaz Group (2007)
 19

to reduce subjectivity and highlight semantic tensions. This leads to

interpretation, where conceptual underpinnings are analyzed to understand
deeper meanings and address semantic tensions, as discussed by Charteris-
Black (2004). The final phase, explanation, focuses on metaphors’ persuasive
roles in discourse, emphasizing their ideological functions and intention to
influence rather than merely convey (Charteris-Black, 2004, 2005).
1.2.3. Multi-level view of conceptual metaphor
The multi-level perspective of conceptual metaphor, as developed by
Rosch, Lakoff, and Langacker, organizes conceptual information from
superordinate to subordinate levels. With increasing specificity, ideas at
distinct schematicity levels (image schema, domain, frame, mental space)
interact. Image schemas, cognitive structures drawn from bodily experiences,
underpin metaphorical mappings like “bottling up emotions.” Domains extend
mental frames, as “journey” for “love.” The “war” frame’s organization and
context impact metaphor interpretation, as shown in conflict perceptions.
Finally, mental spaces enable dynamic integration of domains, yielding
complex metaphors like “time is money,” which combines “time” and
“economics.” Metaphorical reasoning and communication are supported by
this conceptual precision continuum.
1.3. CONCEPTUAL METAPHORS
1.3.1. Definition and significance
Conceptual metaphors simplify complex phenomena by linking them to
familiar concepts, shaping both language and cognition (Lakoff & Johnson,
1980). They aid in contextualizing intricate issues, as evident in phrases like
“navigating through a recession,” which draw on well-understood concepts
such as navigation. Used historically across cultures and in modern discourse,
such as the “crusade against illiteracy” or references to “building immunity
 20

walls” during the COVID-19 pandemic, these metaphors play a vital role in
shaping public understanding and action. Thus, conceptual metaphors serve as
essential linguistic and cognitive tools in communication.
1.3.2. Conceptual metaphors in political discourse
Historical and modern political speech relies on conceptual analogies.
Churchill and King inspired unity and perseverance using analogies. Modern
political metaphors like “Bridges to Opportunity” and “Melting Pot”
influence public opinion and legislation. These metaphors simplify
complicated topics and gain popular support, yet they may oversimplify and
exclude alternative opinions. They shape national identity, policy, public
opinion, and resource allocation. Critical examination of these metaphors
shows how language, cognition, and policy-making shape national narratives
and reactions to difficulties (Churchill, 1940; King, 1963; Lakoff & Johnson,
1980).
1.3.3. Conceptual metaphors’ framing effects
Conceptual metaphors significantly influence public attitudes and
policy responses by simplifying complex issues into relatable narratives.
These metaphors, deployed by media outlets strategically, shape public
discourse and promote solidarity. For instance, framing environmental efforts
as “guarding our green legacy” appeals to responsibility toward future
generations (Entman, 1993). However, while effective for mobilizing support,
these metaphors risk oversimplification and polarization, reducing nuanced
debates to binary oppositions and intensifying divisions within public
discourse (Semino, 2008).
1.4. CORRUPTION
1.4.1. Definition of corruption
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Corruption, defined as the misuse of entrusted power for personal gain,

encompasses various forms from bribery to embezzlement, affecting both
public and private sectors (Transparency International, n.d.; World Bank,
n.d.). Scholars distinguish between “petty” and “grand” corruption,
highlighting its occurrence across societal levels (Johnston, 2005). However,
defining corruption is complex due to its legal, moral, and cultural
dimensions, with perceptions varying across cultures and legal systems
(Philp, 1997; Heidenheimer & Johnston, 2002).
1.4.2. Corruption-related lexicon
Bribery: Involves giving or receiving something of value to influence
the actions of an official in charge of a public or legal duty.
Embezzlement: Theft or misappropriation of funds placed in one’s
trust or belonging to one’s employer.
Kickbacks: Payments made to someone who has facilitated a
transaction or appointment, especially illicitly.
Extortion: Obtaining something, especially money, by force or threats.
Cronyism: Appointment of friends and associates to positions of
authority without proper regard to their qualifications.
Nepotism: Favoring relatives or friends, especially by giving them
jobs.
Graft: Use a job to gain profit or advantage, often dishonestly or
fraudulently.
Money laundering: Concealing the origins of illegally obtained
money, typically through transfers involving foreign banks or legitimate
businesses.
Clientelism: Exchange of goods and services for political support,
often involving an implicit or explicit quid-pro-quo.
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Patronage: Support or financial aid that an organization or individual

bestows to another.
Conflict of interest: A situation in which a person can benefit
personally from decisions made in their official capacity.
Fraud: Criminal deception intended to result in financial or personal
gain.
Influence peddling: Using a position or political influence on
someone’s behalf in exchange for money or favors.
Favoritism: Giving unfair preferential treatment to one person or
group at the expense of another.
Rent-seeking: Practice of manipulating public policy or economic
conditions to increase profits without contributing to productivity.
Illicit enrichment: A significant increase in the assets of a public
official that cannot be reasonably explained in relation to their lawful income.
Slush fund: A reserve of money used for illicit purposes, especially
political bribery.
Shell company: Non-trading company used as a vehicle for financial
maneuvers, often used in tax evasion and money laundering.
Black money: Money earned through illegal activity and not declared
for tax purposes.
1.4.3. Some common conceptual metaphors of corruption
Metaphors are frequently used to conceptualize corruption, framing it
as a war, disease, natural force, predator, family matter, dirt or pollution,
natural disaster, monster, or theft.
The WAR metaphor portrays anti-corruption efforts as battles against
evil, rallying support for aggressive policies (Lakoff & Johnson, 1980).
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Likening corruption to DISEASE emphasizes its destructive impact and

the need for systematic treatment (Lakoff & Johnson, 1980).
Viewing corruption as a NATURAL FORCE or PREDATOR
highlights its overwhelming power and opportunistic nature, fostering
protective stances against exploitation (Nye, 1967; Rose-Ackerman, 1999).
FAMILY, DIRT or POLLUTION, and NATURAL DISASTER
metaphors underscore corruption’s personal, societal, and environmental
harm, while framing efforts to combat it as restoration and cleansing
processes (della Porta & Vannucci, 1999; Kövecses, 2010; Thompson &
Khan, 2004).
The MONSTER and THEFT metaphors depict corruption as a
formidable enemy or criminal act, simplifying its essence for public
understanding (Kövecses, 2010; Rose-Ackerman, 1999).
1.4.3. Anti-corruption
Globally, the United Nations Convention against Corruption (UNCAC)
and organizations like Transparency International play key roles in anti-
corruption efforts, fostering international cooperation and awareness through
tools like the Corruption Perceptions Index (CPI). In Vietnam, significant
legal reforms, including the 2018 Anti-Corruption Law, and public awareness
campaigns led by the Communist Party of Vietnam (CPV) demonstrate the
country’s commitment to combating corruption. High-profile campaigns
targeting officials reflect a no-tolerance stance, though they also raise
questions about political expediency versus genuine reform efforts.
1.4.4. Corruption in Vietnamese media
In Vietnam, media reporting on corruption is crucial yet faces political
constraints and limited freedom. While encouraged to report on lower-level
cases, journalists encounter resistance covering high-profile ones, risking
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reprisals and self-censorship (Reporters without Borders, 2021). With state

control over media, press freedom is restricted, hindering critical reporting
(Freedom House, 2020). Although the public values corruption exposure,
skepticism exists about media impartiality, potentially eroding trust (Willnat &
Aw, 2014).
1.5. PREVIOUS STUDIES
Conceptual metaphors profoundly influence public perceptions and
policy approaches to corruption. Lakoff and Johnson (1980) highlight the
metaphor of corruption as war, framing it as a battle between good and evil
and mobilizing support for aggressive anti-corruption policies. Similarly,
corruption as a disease underscores its societal harm, necessitating systematic
treatment (Lakoff & Johnson, 1980). Nye (1967) likens corruption to a natural
disaster, emphasizing its uncontrollable nature and the need for robust
responses. These metaphors resonate deeply, with Rose-Ackerman (1999)
portraying corruption as a predatory force and Kövecses (2010) describing it
as dirt or pollution. In Vietnam, these metaphors feature prominently in anti-
corruption rhetoric, shaping public discourse and governmental strategies
(Nguyen Khac Giang, 2023). However, their use in media reporting can
oversimplify complex issues and marginalize alternative perspectives
(Nguyen Thi Truong Giang, 2022). Yet, these metaphors also carry cultural
resonance, reflecting Vietnam’s history of conflict (Nguyen Thi Minh
Nguyet, 2023). Studies by Beattie (1990), Men and Hien (2015), Hanh,
Huong, and Hien (2022), and Trang (2023) further explore the multifaceted
nature of these metaphors across different contexts. Overall, these metaphors
shape societal responses to corruption, highlighting the profound influence of
language on political and social realities.
1.6. RESEARCH GAPS
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The reception of conceptual metaphors in corruption discourse across

cultures, longitudinal impacts, media influence, demographic variances, and
policy evaluation is unclear. Foundational studies by Lakoff and Johnson
(1980) give insights, but there’s little study on how these metaphors resonate
in Vietnam. Longitudinal research on metaphor efficacy and public trust are
limited, impeding strategy refinement. The demographic variance in metaphor
reception and media framing’s impact on public attitude and behavior need
empirical study. Metaphor analysis combined with quantitative policy
assessments might reveal anti-corruption programs’ success. These loopholes
must be closed to improve anti-corruption communication and policy.
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CHAPTER 2. METHODOLOGY
2.1. RESEARCH DESIGN
The study employs a mixed-methods approach, combining qualitative
content analysis with quantitative frequency analysis, to examine conceptual
metaphors in Vietnamese anti-corruption discourse comprehensively.
Qualitative analysis delves into the symbolic and thematic dimensions of
metaphors, revealing nuanced expressions and contextual meanings, while
quantitative analysis measures the prevalence of these metaphors across
media coverage. By integrating insights from both methods, the study offers a
thorough understanding of how metaphors influence public discourse and
policy development, bridging the gap between usage and deeper rhetorical
effects. This approach contributes valuable perspectives on the strategic use
of metaphorical language in political communication, informing both
academic research and practical policy-making endeavors (Creswell &
Creswell, 2017; Schreier, 2012; Riffe, Lacy, & Fico, 2014; Tashakkori &
Teddlie, 2010).
2.2. RESEARCH SETTING
The study contextualizes the examination of conceptual metaphors in
anti-corruption discourse within Vietnam’s socio-political and media
landscape. Vietnam’s history, economic reforms, and government’s anti-
corruption initiatives provide a backdrop for understanding the prevalence and
significance of anti-corruption discourse. The CPV plays a central role in
promoting integrity, reflected in high-profile campaigns and legal reforms. The
media environment comprises state-controlled and independent outlets, each
shaping public discourse on anti-corruption. State media emphasize
government efforts, while independent and online platforms offer alternative
perspectives, contributing to a diverse media landscape influencing public
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perception (Nguyen Khac Giang, 2023; Gillespie & Nicholson, 2012; London,
2009).
2.3. SAMPLE POPULATION
This research delves into the role of conceptual metaphors in Vietnam’s
anti-corruption narrative, focusing on articles from three key media sources:
Nhan Dan Online, Vietnam News, and the Communist Review Journal. Nhan
Dan Online represents the government’s perspective, offering insights into
official strategies and achievements. Vietnam News, an English-language
newspaper, provides a global perspective on Vietnam’s anti-corruption
efforts. The Communist Review Journal offers a scholarly view, delving into
theoretical frameworks and policy implications within the Communist Party.
Through these sources, the study aims to dissect how conceptual metaphors
shape public discourse on anti-corruption (Nhan Dan Online, 1951; Vietnam
News, 1991; Communist Review Journal, 1929).
2.4. DATA COLLECTION
The study meticulously selects news sources based on specific criteria to
ensure a comprehensive analysis of conceptual metaphors in Vietnam’s anti-
corruption discourse. Articles are chosen based on their relevance to anti-
corruption themes and their publication within a specified timeframe, starting
from the initiation of the “Đốt lò” campaign in 2017. The collection process
involves accessing, downloading, and organizing articles from sources such as
Nhan Dan Online, Vietnam News, and the Communist Review Journal.
Metadata for each article is collected to provide contextual information, and a
systematic approach, including preliminary screening and random sampling,
results in a curated dataset of 500 articles for analysis (Communist Party of
Vietnam, 2017).
2.5. DATA ANALYSIS
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In analyzing the conceptual metaphors present in Vietnam’s anti-

corruption discourse, a structured analytical framework is employed to ensure
methodological rigor and robustness. The framework encompasses three key
stages: identifying metaphors, coding and categorization, and interpretation of
findings. Firstly, metaphors related to corruption are systematically identified
within the selected dataset of news articles from prominent Vietnamese media
outlets. Subsequently, these metaphors are coded and categorized based on
their thematic content and underlying messages. Finally, the findings are
interpreted to uncover the deeper meanings and implications of the identified
metaphors in shaping public perception and discourse on anti-corruption
efforts (Communist Party of Vietnam, 2017). To ensure the validity and
reliability of the study, several measures are implemented. These include
rigorous procedures for data collection and analysis to ensure the accuracy
and integrity of the findings, reliability checks to assess the consistency and
stability of the results, and triangulation of data from multiple sources to
enhance the credibility and trustworthiness of the conclusions. Additionally,
the study undergoes peer review and feedback processes to validate the
research methodology and findings, further enhancing the study’s validity and
reliability (Johnson & Smith, 2018).
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CHAPTER 3. KEY ASSUMPTIONS AND EXPECTED FINDINGS

3.1. KEY ASSUMPTIONS
Metaphor theory, media studies, and political communication inform
the study’s assumptions and approach. It assumes metaphors, especially war
in anti-corruption rhetoric, impact public comprehension beyond
representation (Lakoff & Johnson, 1980). It also acknowledges the news
media’s influence on metaphorical frameworks and public debate. Metaphors
are interpreted differently by people based on their experiences and cultures.
The study also emphasizes Vietnam’s cultural background in generating
conceptual metaphors in anti-corruption rhetoric. Finally, it suggests that the
government and media utilize conceptual metaphors to legitimise policies and
garner popular support.
3.2. EXPECTED FINDINGS
The expected findings of the study encompass several key aspects of
the usage and implications of conceptual metaphors in corruption discourse.
Firstly, the analysis will delve into the frequency and contexts of
metaphorical language, examining the prevalence of metaphors in various
contexts and identifying the types of metaphors used. This will include
exploring the source domains and target domains of the metaphors and
comparing their usage with non-metaphorical language.
Secondly, the study anticipates uncovering the implications of these
conceptual metaphors on public perception and awareness of corruption, their
influence on policy framing, and their emotional, psychological, social, and
cultural effects.
Lastly, the research will investigate the variation in the usage of
conceptual metaphors across different media outlets, shedding light on how
various platforms shape and disseminate corruption discourse.
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PART 3. CONCLUSION
1. Summary of findings
2. Implications
3. Recommendations
4. Future research directions