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Metaphors are widely used in political rhetoric as an effective framingdevice. While the efficacy of specific metaphors such as the war metaphor inpolitical discourse has been documented before, those studies often rely onsmall number of hand-coded instances of metaphor use. Larger-scaletopic-agnostic studies are required to establish the general persuasiveness ofmetaphors as a device, and to shed light on the broader patterns that guidetheir persuasiveness. In this paper, we present a large-scale data-driven studyof metaphors used in political discourse. We conduct this study on a publiclyavailable dataset of over 85K posts made by 412 US politicians in theirFacebook public pages, up until Feb 2017. Our contributions are threefold: weshow evidence that metaphor use correlates with ideological leanings in complexways that depend on concurrent political events such as winning or losingelections; we show that posts with metaphors elicit more engagement from theiraudience overall even after controlling for various socio-political factorssuch as gender and political party affiliation; and finally, we demonstratethat metaphoricity is indeed the reason for increased engagement of posts,through a fine-grained linguistic analysis of metaphorical vs. literal usagesof 513 words across 70K posts.

How Metaphors Impact Political Discourse: A Large-Scale Topic-Agnostic Study Using Neural Metaphor Detection