This article aims to contribute to the understanding of the functions of music in stores and similar semi-public settings through a critical discourse analysis of the music in Abercrombie & Fitch. This is an important field of study, which can arguably only grow in significance. Semi-public commercial places are increasingly struggling to create a strong and appealing image or brand. A range of challenges facing the retail sector lay down the premises for such a struggle: a retail market ever more (...) competitive, parity products en masse, increased sales via the Internet, time-pressured consumers and, currently, declining sales. For creating and preserving a strong brand, music can play a decisive role in combination with other supplementary aspects of store design such as scents, interior and décor. The article examines the following questions which are concerned with the aesthesis or perception of music rather than with its production or construction : What are the defining structural and semiotic characteristics of the in-store music in A&F? In what way does the music combine with other semiotic resources on display in the store? How might the semiotic resources affect experiences and interactions among consumers and store assistants? Inspired by Norman Fairclough's model for critical discourse analysis and based on exploratory and open-ended observations in A&F stores in London and Copenhagen during 2011, the article begins with a text analysis and then proceeds to relevant dimensions of processing analysis and social analysis. In particular, three functions of the music in A&F are discussed: an ‘architectural function’, a ‘psychobiological function’ and a ‘knowledge activation function’. (shrink)

This article presents the results of the analysis of a number of linguistic metaphors found in a corpus of opinion articles published in the Spanish newspaper El País. The authors included in the corpus, who tend towards the left of the political spectrum, use metaphor to express moral judgements on the actions and decisions of the conservative, centre-right People’s party, which governs Spain with an overall majority. With the aim of describing this discourse, we have undertaken a qualitative analysis with (...) a conceptual framework deriving from CDA and cognitive linguistics. First, therefore, we have made use of the methodology developed by Steen and the Pragglejaz group to extract the discourse units that could be considered as the lexical expression of an underlying mapping between domains, that is, the metaphors; second, according to the descriptions of Talmy, Croft, Sweetser, Sullivan, and Dancygier and Sweetser, we have verified that the different types of grammatical structure in which the lexical items appeared also indicated the existence of a metaphorical thought process; and third, in the words of van Dijk, we have studied the ideological semantics underlying conceptual structures and conceptual content. As we have demonstrated, all the samples of linguistic metaphors found led readers to construct the same interpretation of the meaning: The Spanish People’s party government is the past, a past that provokes rejection and which was thought to be definitively ended. (shrink)

This study illustrates how metonymy in image and text work together to produce dominant ideologies in US media discourse, through careful, multidisciplinary analysis of over 25 articles in online US newspapers from the years 2004 to 2011 that reported crimes committed by Wall Street/ceos and Latino migrants. Using critical discourse analysis/studies, multimodal analysis, and cognitive linguistic frameworks, we examine examples of metonymy, which combine to negatively ‘Other’ Latinos and produce positive representations of Wall Street/ceos. While work in critical metaphor analysis (...) shows how metaphor plays a crucial role in the depiction of participants and events, we argue that metonymy is equally important and reveals the need for a critical metonymy analysis. These results help to demonstrate the ideological potential of metonymy in media discourse and how it contributes to the public's conceptualisation of these groups, thereby bringing us one step closer to social justice and social change. (shrink)

This paper aims at gaining a better understanding of the inherent paradoxes within sustainability discourses by investigating its basic assumptions. Drawing on a study of the metaphoric references operative in moral language, we reveal the predominance of the ‘well-being = wealth’ construct, which may explain the dominance of the ‘business case’ cognitive frame in sustainability discourses. We incorporate economic well-being variables within a philosophical model of becoming well :221–231, 2005), highlighting the way in which these variables consistently articulate a combination (...) of ‘objective’ and ‘subjective’ concerns. We then compare this broad understanding of well-being with the metaphors operative in the sustainable development discourse and argue that the sustainability discourse has fallen prey to an overemphasis on the ‘business case’. We proceed to draw on Georges Bataille to challenge the predominance of these value priorities and to explore which mindshifts are required to develop a more comprehensive understanding of what is needed to enable ‘sustainable development’. (shrink)

The main contention of this paper is that our ability to embed a consideration of values into business school curricula is hampered by certain normative parameters that our students have when entering the classroom. If we don’t understand the processes of valuation that underpin our students’ reasoning, our ethics teaching will inevitably miss its mark. In this paper, we analyze one of the most prevalent metaphors that underpin moral arguments about business, and reveal the beliefs and assumptions that underpin it. (...) By revisiting the content of Adam Smith’s “invisible hand” metaphor, we show that the moral content of the metaphor has been significantly misconstrued through its subsequent reception in economic theory. The “Giving Voice to Values” pedagogy aims to enable students to act on their tacit values and address the rationalizations that they may encounter for not acting on these values. We believe our analysis can strengthen the employment of GVV in three ways: understanding tacit blockages to moral action, i.e., how students’ belief in the moral efficacy of the invisible hand could undermine their own sense of moral duty; addressing common rationalizations that may emerge from different assumptions about morally appropriate courses of action in the workplace; and resolving values conflicts on how to act. (shrink)

ABSTRACTPolitical actors use metaphor in their speeches in order to frame political issues [Charteris-Black, J.. Politicians and rhetoric: The persuasive power of metaphor. Basingstoke: Palgrave Macmillan]. If they succeed in imposing a particular frame, especially when there is no agreement on the definition of certain political issues, this can become the prevailing way for referring to that issue [Semino, E.. Metaphor in discourse. Cambridge: Cambridge University Press]. In this research, we argue that this was the case for the metaphor of (...) the JOURNEY in the Catalan political conflict during electoral periods. To that end we use Critical Metaphor Analysis [Charteris-Black, J.. Corpus approaches to critical metaphor analysis. Basingstoke: Palgrave Macmillan] to analyse televised campaign ads from the last three elections for the Parliament of Catalonia – from 2010, 2012, and 2015 – in order to identify how political actors’ use metaphors to talk about the Catalan political situation during these years and to verify if JOURNEY metaphor resulted into the dominant narrative. The results show that the political situation has been conceptualized in terms of a ‘process en route,’ although the narratives generated by the political actors that shaped that discourse differ. (shrink)

This study analyzes the cognitive and discursive process through which the issue of learning from the West is addressed in four of People's Republic of China founder Mao Zedong's political speeches – On New Democracy (1940), On Coalition Government (1945), On the Ten Major Relationships (1956), and Conversation with Musicians (1956). The study adopts a critical discourse analysis (CDA) perspective and utilizes blending theory to investigate the metaphorical conceptualizations Mao uses to cope with the cultural dilemma of learning from the (...) West. The study finds that the focus in Mao's conceptualizations is not on a ‘positive Us’ vs. ‘negative Them’ dichotomy between Chinese and Western cultures, but on a good vs. bad dichotomy inside Western culture, implying that only certain parts of Western culture should be (selectively) emulated. While the natural compatibility between Western culture and Chinese society is constructed as out of the question, the possibility of compatibility after human effort is not rejected: the selected part of Western culture should be transformed to serve a new socialist culture in China. In this process, the agency and rational thinking of the Chinese are emphasized. (shrink)

Biodiverse ecosystems play a key role in maintaining life on earth. In response to rapid declines in biodiversity throughout the world, the UN Biodiversity Summit 2020 brought together world leaders to discuss potential solutions. We draw on cognitive linguistics, critical discourse analysis and ecolinguistics in analysing the summit contributions. All speakers blended vocabulary from the fields of BUSINESS and NATURE; in doing so, they were able to advocate solving biodiversity loss by implementing approaches commonly found in business. In addition, three (...) main ‘moves’ were employed in these speeches: the state of nature was lamented, the interdependent relationship between humans and nature was mentioned and a call to action was given. It is argued that relying on the BUSINESS–NATURE blend for solutions to environmental problems serves to maintain the status quo and may obscure pathways to transformational change. Linguistic strategies for more effective environmental communication are suggested. (shrink)

This article intends to build bridges between two recent trends within Critical Discourse Studies as exemplified by cognitive linguistics and multimodality. Thus, the postulates of spatial cognition will be followed to do an analysis of the musical re-contextualization of Barack Obama's New Hampshire 2008 speech. In Will.i.am's music video ‘Yes, we can’, uploaded on YouTube under the username WeCan08, we can listen to a song whose lyrics are made of different extracts from Obama's speech. This type of communicative strategy results (...) in a multiple re-contextualization of the political speech. The effectiveness of the musical video can be explained by identifying it as a blended mental space incorporating elements of the text-world, the music-world and visual-world. (shrink)