Neoliberal Metaphors in Presidential Discourse from Ronald Reagan to Donald Trump
Authors: Viala-Gaudefroy Jérôme 
Published: July 2020

Neoliberalism is a complex and ambiguous concept that has been consistently referred to by critics of an economic policy based, at least rhetorically, on free market and free trade in the last few decades. These two major tenets of neoliberalism have dominated the discourse of American presidents since the beginning of the 1980s. The same period has also been characterized by an increased tendency to tie these economic policies to freedom, a core value of American identity that came to be defined primarily in economic terms. Starting with Ronald Reagan, economic freedom rather than political liberty became the measure of virtue, as the “free world” admitted more authoritarian regimes in its ranks in the name of anti-communism (Numberg 2003). The collapse of the Soviet bloc only served to bolster the vision that free market and free trade alone could bring prosperity and political freedom. This would become the dominant worldview at international institutions such as the World Bank and the IMF and would be solidified in the rhetoric of Republican and Democratic presidents alike (McNaught 2009). Drawing on the rhetorical and cognitive approaches developed by Lakoff and Johnson (1981), Chilton (2004) and Charteris-Black (2011), this paper analyses how conceptual metaphors in presidential discourse have contributed to creating a mythical vision of free trade and free market since the 1980s. The metaphors of movement, journey, nature, machine and sport resonate with the way Americans understand and experience their national identity, at the center of which are the values of freedom, competition and progress. They have turned an abstract economic philosophy into a comprehensible and sacred story at the heart of the American model. This model has been one of expansion of free markets and free trade. It has also been pervasive even in the domestic sphere, in the way a divisive issue like health care was framed through a positive market narrative. Despite policies that may have occasionally seemed to contradict the faith in the market, especially in the wake of the 2008 financial and economic meltdown, presidential discourse remained focused on free trade and free markets. This economic crisis may have triggered the first cracks in the mostly consensual view of free trade and free market in political rhetoric across the board. This article argues that much as there was a neoliberal consensus for 35 years, President Trump has been the great disrupter of neoliberal rhetoric by rejecting free trade agreements and by ignoring altogether the virtue of free market, a notion almost entirely absent from his discourse. He has replaced the neoliberal doxa with a discourse centered on the trade deficit and on short-term accumulation of national wealth and power. He has embraced the virtue of national sovereignty while rejecting what he called “globalism”. He has offered an antagonistic vision of a world in which international trade is conceived as a zero-sum game. This new vision is reflected in the metaphors used by a president who has challenged the norms of presidential rhetoric at many levels.