Exploring the Roles of Taglines in Pakistani Political Discourse: A Socio-Cognitive Analysis

Abstract

The study explores the role of taglines in Pakistani Political Discourse through the lens of the socio-cognitive model and ideological square model, examining the nature of taglines and their influence on people's minds. Taglines are precise and impactful praises and play a vital role in Pakistani political communication, often shaping political narratives and framing political ideologies. Using the qualitative methodology and purposive sampling, the study explores the linguistic, rhetorical and cognitive constructs underlying political taglines, analyzing how they are responsible for the construction of meaning, evoking emotions and influencing political attitudes. Through the socio-cognitive approach, this research reveals that political taglines often employ rhetorical strategies such as metaphors, repetition, allusions, use of imperatives, and other strategies such as political polarization, emotional appeal and cognitive framing. The finding suggests how the tagline's short and crisp structure influences political ideology. This research contributes to comprehending how language and cognition intersect in political discourse and how the context contributes to the meaning of taglines in political communication. The study opens the way for further exploration into the role of language in shaping the political discourse, especially in the context of political scenarios in Pakistan, where political messaging is critical in forming mass opinions.