After the Second World War Albania was left under the Eastern Bloc. In 1967 Enver Hoxha, the leader of Albania from 1944 until his death in 1985, decided to implement the Chinese Cultural Revolutionary model. This article analyzes his speech, on February 6, 1967, before his comrades, who were supposed to be his eyes, ears, and mouth. It was in this way that his face, his thoughts and his words became ubiquitous throughout the country. In a highly authoritarian society political discourse has a direct and pervasive impact on peoples’ lives and all aspects of the society. This article is organized by analytical themes based on aspects of discourse analysis, but we have also applied the cognitive approach and imagology as auxiliary theories in order to achieve a better understanding of mental representations, especially the ones used to reinforce stereotypes about rural people. Given that these mental representations are still fostered by current politicians in order to establish power, we note how important it still is to analyze them. Considering that political discourse is a product of individual and collective mental processes it is important to show, especially to younger generations, where these mental schemas come from.

Contemporary Philosophy