The Multimodal Analysis Of Online Identity

Abstract

This paper aims to study how Boris Johnson, the current Prime Minister of the United Kingdom, is gaining popularity through his online discourse, by simplifying and distorting the implications of the coronavirus epidemic and the 2016 EU referendum. It utilizes a qualitative analysis of Johnson's online presence to explain how his digital discourse appeals to an identity-focused electorate while ignoring policies. The text reviews academic works on conceptual metaphors, populist discourse, and the construction of threat through political discourse. Analyzed authentic examples include Johnson's statements on Brexit, the COVID19 pandemic, and his apologies during the "Partygate" controversy. The findings show that Johnson uses vagueness, magniloquence, humor, and war metaphors to divert public attention from his lack of clear policies. In conclusion, while these strategies have contributed to his popularity, Johnson now faces political challenges, and his discourse style is criticized for its superficiality and detachment from reality.