Towards a New Rhetorical Reading of Abdul Qahir al-Jurjāni's Theory of Metaphor: A Reassessment in Light of New Rhetoric

Abstract

This paper reinterprets Abdul Qahir al-Jurjani's rhetorical writings through the lens of New Rhetoric, arguing that metaphor is not merely ornamental but a cognitive and perceptual process central to meaning and persuasion. It proposes that al-Jurjani anticipated modern theories of conceptual metaphor and argumentation by treating metaphor as an inferential tool in discourse. Using an analytical comparison with thinkers such as Paul Ricoeur and George Lakoff, the study reveals the epistemological and argumentative depth of al-Jurjani's ideas. It also challenges conventional readings of his work, presenting metaphor as a mechanism for generating meaning and shaping mental vision. More broadly, the paper seeks to position Arabic rhetoric within global scholarly debates and offers practical ways to renew rhetorical studies today. By linking classical Arabic thought with contemporary cognitive science, it calls for a new rhetoric capable of strengthening persuasion, critical awareness, and intellectual engagement in modern discourse for diverse Arab audiences today.