SKEMA CITRA FORCE DAN IDENTITY DALAM METAFORA KOMENTAR YOUTUBE QATAR TELEVISION MENGENAI KTT DOHA

Abstract

This study aims to analyze the use of force and identity image schema in the comments section of Qatar Television official YouTube channel regarding the Doha Summit. The method used is descriptive qualitative with referensial analysis techniques. Data were collected from user comments and analyzed based on Lakoff & Johnson's conceptual metaphor theory and Cruse & Croft's image schema theory. The results showed that of the 25 metaphor data identified, the force image schema was found in 14 data, with the following distribution: 3 compulsion data, 2 restraint data, 2 enablement data, 2 blockage data, 2 instances of diversion, 2 instances of counterforce, and 1 instance of balance. Meanwhile, the identity image schema was found in 11 instances, all of which were of the matching type. These findings show that audiences tend to interpret political dynamics through physical experiences of style and movement, simplifying the complexity of conflict into clear-cut identity dichotomies. This study recommends further examination of other image schemes in digital discourse to gain a deeper understanding of how cognitive frameworks shape public narratives in social media spaces.