This study examines the prevalence of metaphors in Thai higher education discourse from a cognitive linguistic perspective. Despite numerous attempts for reform, Thailand's education system continues to face societal and structural challenges, including persistent reliance on rote learning and ineffective policy implementation. Utilising Conceptual Metaphor Theory (CMT), this research analyses the metaphorical language used in the philosophy, vision, mission, and goal statements of 164 Thai higher education institutions. The findings revealed a dominant use of "factory", "consumerism", and "construction" metaphors, reflecting perceptions of education as a mechanised process and commodified service. These metaphors influence educational practices and policies by emphasising efficiency and market-driven values over critical thinking and creativity. The study suggests that the metaphors employed in higher education should be reconsidered to promote a more student-focused approach.

Keywords: Metaphor; Thai Higher Education; Conceptual Metaphor Theory; Cognitive Linguistics; Educational Policy

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