Figurative Language between Transparency and Persuasion: A Multimodal Analysis of Transport for London Instagram Posts

This paper examines the use of figurative language, specifically metaphors and metonymies, in Transport for London (TfL)’s Instagram profile. Drawing on Conceptual Metaphor Theory (Lakoff and Johnson 1980) and Radden and Kövecses’ (1999) taxonomy, the study investigates how figurative language possibly contributes to transparent communication and engagement in the TfL’s Instagram posts. The advent of social media platforms has transformed the way public bodies, such as TfL, engage with citizens, stakeholders, and the wider public. This research aims to provide insights into how public bodies use figurative language on social media platforms, focusing on verbal and visual modes of communication. Results reveal that TfL strategically employs metaphors and metonymies to promote services and shape brand image. Metaphorical imagery, such as tube stop symbols representing locations, serves to showcase TfL’s extensive network and to encourage user interaction. Therefore, figurative language seems to be primarily used for promotional purposes, rather than to provide information about the services. The study emphasises the importance of integrating figurative language with factual information to enhance transparent communication.