Studies in social science are performed on the language of social actors. While a metaphor analysis focuses on the meaning of the language, a cognitive map analysis deals with its external relationships. If we can put together both analyses, it will be possible to investigate the internal meanings and external relationship of the language and image at the same time. In this paper, metaphor analysis and cognitive map approach is applied to find the image of local governments. This study shows how to link metaphor analysis to the cognitive map and the benefit of using both approaches together.