This paper is a cognitive semantic analysis of a CCTV educational commercial, which is one of a series designed and produced in preparation for, and in celebration of, the Beijing 2008 Olympic Games. Called the “Beijing Opera Episode”, this TV commercial converges on the theme: “To mount the stage of the world, and to put on a show of China”. That is, China sees her hosting of the 2008 Olympics by Beijing as a great opportunity for her to step onto (...) the international stage to perform a show of China. This theme, which alludes to China's globalization and retention of cultural identity, is conceptualized and expressed in terms of a central metaphor of theatrical performance: hosting the beijing olympics is performing beijing opera on an international stage. This study first analyzes in detail how this central metaphor is manifested multimodally through visual and aural as well as verbal discourse, thus examining it as a multimodal metaphor. The study then applies a decompositional approach, based on the distinction between primary and complex metaphors, to analyzing the central metaphor as a metaphorical compound with its internal structures and components, which is nevertheless built on a more general cognitive foundation. The study also offers a linguistic perspective on a cultural model underlying the central metaphor, which is arguably a Chinese cultural model for understanding various aspects and events of life in general. At the core of this cultural model is the widespread life is a stage metaphor, which however has a specific manifestation within the Chinese cultural context. (shrink)

Violence metaphors for cancer can have undesirable implications. The metaphorical expression “She lost her battle with cancer,” for instance, is deemed inappropriate by some because of the implicit...

This article focuses on how the human body and body parts such as the legs, abdomen, and torso are conceptualized in Spanish director Pedro Almodóvar's films. The comparative analysis follows a qualitative methodology in which instances of the use of body parts are analyzed within their multimodal, sociocultural, and cinematic contexts. Through camera work and mise-en-scène, the actors' bodies and bodily functions are mapped onto complex cultural, social, and filmic targets within the narrative structure. Ultimately, the author shows how artistic (...) creativity is an activity whose purpose is a reembodiment of the emotion by visual and physical alteration. The new body is an environment onto which traditional views of the body based on folk theories are mapped, and body parts and functions are metonymically highlighted. (shrink)

This study investigates how COVID-19 advice is creatively delivered in a one-minute video produced by the Taiwan Centers for Disease Control in February 2022. It examines metaphors in verbal, visual, and multimodal modes, and illustrates how such metaphors interact with multimodal narrativity. Drawing on the insights of studies on multimodal metaphors, this paper seeks to identify which are the most pervasive metaphors or what dominant metaphor, if any, is used in the video. It finds that the metaphorical mappings between coping (...) with the covid pandemic and handling olympic weightlifting are represented across modes and that the creative delivery of COVID-19 advice is woven from a warp of metaphors in various modes and a weft of narrativity across modes. Such metaphorical creativity is underpinned by the semiotic flow that features four interconnected configurations: moving between metaphorization, literalization, and re-metaphorization; somehow blurring the source-target boundary; expanding the range of functions that the multimodal representation can serve; and initiating a metaphorical thought from one or more contextual factors. (shrink)

This article examines the structure and processing of editorial cartoons appropriating Joe Rosenthal's famous Iwo Jima photograph in view of the theory of conceptual blending (Fauconnier & Turner, 2002 Fauconnier, G. and Turner, M. 2002. The way we think: Conceptual blending and the mind's hidden complexities, New York,, NY: Basic Books. [Google Scholar]). The main claim argued is that Blending theory accounts for complex processes of meaning constructing provoked by editorial cartoons that invoke several conceptual domains to define and evaluate (...) their topic, Iwo Jima cartoons being cases in point. The second section introduces the relevant aspects of Blending theory: mental spaces and types of blending networks. The third section addresses the Iwo Jima image as one particular input space; a moral criterion to which the selected sociopolitical topic of the cartoon is compared and judged. The fourth section isolates four types of graphic operations blending the Iwo Jima image with topical entities. The fifth section demonstrates how various kinds of blends give rise to either positive or negative evaluations. The final section argues that the study's scope of application extends to any kind of multi-domain cartoon, not just those addressed in this article. (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 article illustrates how metaphor is used as a stance-taking resource and strategy to indirectly index enduring and changing representations of organizational identity through an analysis of speeches delivered by consecutive Secretary Generals of an agency of the United Nations. Drawing on Bucholtz and Hall’s framework of identity, and recent research on stance, it illustrates how metaphor marks attitudes and orientations to context, propositions and social and political structures/relationships. The analysis highlights similarities in the depiction of the organization over two (...) terms of office, but also reveals differences in identity positioning and inter-subjective framing. Particular metaphorical scenarios and mappings are used rhetorically to strengthen subject positions and alignments, and mark evaluations, supporting Du Bois’s theory of stance as a ‘triune’ act. It is argued that a combined analysis of stance and metaphor provides an important framework and instrument for further research on identity construction, especially in organizational and political discourse. Moreover, the theory of stance can be further enhanced through an investigation of metaphorical mappings. (shrink)

The paper argues that metaphorical expressions do more than just instantiate conceptual metaphors. The main aim is to emphasize the role source and target words’ meanings play in construing generic-level metaphors. The latter are taken to act as superordinate categories for other metaphors, occurring at various levels of schematicity. Identification of lower-level metaphors takes into account source words’ metaphorical senses, not the central meanings of the categories they represent. This method brings the issue of source words’ polysemy into play, and (...) hence helps explain why metaphorical expressions relating to the same generic-level metaphor may activate different lower-level metaphors, which carry different metaphorical meanings. (shrink)

This study concerns the distribution of metaphorical lexis in discrete syntactic constructions. Source and target seed language from established conceptual metaphors in economic discourse is used to catalogue the specific patterns of how metaphorical pairs align in five syntactic constructions: A-NP, N-N, NP-of-NP, V-NP, and X is Y. Utilizing the Corpus of Contemporary American English, the examination includes 12 frequent metaphorical target triggers combined with 84 source triggers to produce 2,016 ordered collocations, i.e. investment freeze and turbulent market. Through detailed (...) type and token counts, results confirm that source domains function as conceptual material used to structure the target domain and disproportionally fill syntactic positions associated with predication, Studies in cognitive corpus linguistics. Frankfurt: Peter Lang Publishers; Sullivan, Karen. 2013. Frames and constructions in metaphoric language. Amsterdam: John Benjamins Publishing). Given a lexeme’s origin – source or target – when used in source-target metaphors, syntactic alignment can be predicted, market climate is metaphorical, climate market is not. Exceptions to these strong tendencies are explained through genre-specific lexicalization processes in which predicate denoting terms like bubble establish themselves as domain modifiers in economic jargon. Through quantitative techniques to gage metaphorical conventionality and lexical versatility, corpus methodology is used to define and inform the value of frequency effects in cataloguing and understanding metaphorical lexicalization. (shrink)

This article explores the metaphorical models English speakers employ in their understanding of transgenderism. Transgender is the term ascribed to those who have begun or completed a change in their sex characteristics from male to female or female to male. Using both qualitative and quantitative measures, I examine an archive of narrative data and a transition-specific corpus to show how spoken and written narrative support a spatially based representation of gender identity and transition. Two robust models are revealed in the (...) data, each carrying a set of suppositions consequential to how speakers understand their lived experience. I show how metaphor-evoking trigger lexemes relate to each model and can be used jointly to demonstrate conceptual salience. This investigation should be seen as part of an ever-growing body of research directed at revealing the unconscious assumptions, which organize speakers’ comprehension of complex topics with political relevance (cf. Charteris-Black, 2004; Lakoff, 2002,.. (shrink)

Journal Name: Cognitive Linguistics Issue: Ahead of print.

This article takes two events in the ongoing story of a predicted UK avian flu epidemic—“the dead parrot” (October 2005) and “the dying swan” (April 2006)—and examines the role and use of three interconnected metaphor scenarios (related to the notions of “journey,” “war,” and “house”) in the UK press coverage about avian influenza in 2005 and 2006. These represent fundamental descriptive and explanatory structures that derive from culturally or phenomenologically salient objects or experiences, and which allow journalists, scientists, and policymakers (...) to reduce the complexity of the threat posed by a disease and to promote risk-management strategies for the disease that appear to make instinctive or intuitive sense to experts and the public. Although similar metaphor scenarios may be used over time, the kinds of reporting they are associated with and the policy scenarios that result from these framings differ depending on the perceived proximity of the disease threat. (shrink)

In health communication metaphor studies, mental and terminal diseases are often the center of attention. Yet, one of the most important life stages especially for many women, pregnancy, has receiv...

This article adopts an ecological view of cognition to analyze the role of the environment in scaffolding metaphorical experience. Using ethnographic material collected from two real estate showrooms in China, we describe how each showroom setting is equipped with to-be-phenomenologically-experienced objects designed to stimulate desirable sensorimotor experiences and altered bodily states during the guided showroom tours. By analyzing the qualities of such settings and identifying the processes through which visitors become environmentally coupled—including active and passive touch in highly organized auditory, (...) olfactory, and gustatory environs—we demonstrate how the showrooms constitute an affordance space for enacting metaphoricity through doubleness in experience. Implications for conceptual metaphor theory relating to the nature of environments and bodies are discussed. (shrink)

The British Miners’ Strike of 1984–1985 represents one of the most pivotal periods in British industrial relations. The significance of media stance towards the miners remains a controversial issue today, as attested by recent publications looking back at the strike. Here, authors including miners, journalists and other commentators argue that media coverage of the strike followed a consistently anti-trade union agenda in which the media sought to destabilise the strike. An internal British Broadcasting Corporation report, only recently made public, shows (...) that the BBC themselves had concerns over possible imbalances in their coverage of the so-called ‘Battle of Orgreave’. Despite the weight attached to media coverage in this context, however, surprisingly little research has been conducted from a discourse-analytical perspective to show systematically and empirically how such an agenda may have been manifested across media texts. In this article, drawing on Cognitive Linguistic Critical Discourse Studies, I show how one particular metaphorical framing of the strike, which construed the strike as a war between the State and the National Union of Miners, persisted through the year-long period and consider the potential ideological functions of this framing in media strategies of legitimation. I show how this metaphor featured in linguistic, visual and multimodal forms of media representation. (shrink)

This article explores the role and modes of operation of metaphorical framing in ancient Greek and modern European and American political discourse. It looks at how concepts such as citizenship, ownership, family, morality, finance, sport, war, domination, human life, and animals are used to reframe political issues in ways promoted by the speaker, and how they may continue to be reshaped in the ongoing political discourse. The analysis of examples of ancient Athenian public rhetoric and of modern European and American (...) political debates reveals the differences and some striking similarities in the ways political and civic values were expressed and reframed in antiquity and how they are used today. This essay also discusses the potential effects of such framing in antiquity and in more recent times. (shrink)

Personification, one of major types of metaphors often employed to express an attitude, is also an argumentative tool, especially in media texts on politically contested events. The present investigation aims at disclosing the attitudinal stance in personifying Ukraine, Russia, the Western countries and Lithuania in a corpus of texts collected from Lithuanian media in 2015–2018. The study relies on the three-step Critical Metaphor Analysis (CMA, Charteris-Black 2004), involving three levels: linguistic, cognitive and rhetorical. More specifically, they include (1) identifying personification (...) cases, (2) interpreting personification through cognitive metaphorical scenarios (Musolff 2016), and (3) explaining ideological implications encoded in the scenarios. The findings indicate that in the scenario of COMMUNICATION, Ukraine is mostly presented positively: active defender and in need of support, with occasional scepticism whether it is capable to change. The West, Lithuania including, is presented as a supporter, whereas Russia is viewed as a negatively evaluated antagonist. (shrink)

This article analyses the discursive construction of collective and individual memories and the functions of commemorative events for the discursive construction of national identities through the example of Austrian post-war commemorative events. Thus, the various attempts to come to terms with the Nazi past in post-war Austria are illustrated in detail. The article will first summarize the socio-political contexts relating to the relevant post-war commemorative years in Austria. Then we will consider sequences of a political speech by the then Austrian (...) chancellor, Dr Wolfgang Schüssel, as one of many possible examples in 2005 which establishes a hegemonic stance towards the Nazi past. Finally, we will discuss our results and illustrate that, in addition to hegemonic discourses, competing narratives aim to provide different answers to the basic question `how should one come to terms with traumatic pasts?' Our results are such that in the hegemonic narrative of Austrian history after 1945, the political event of the Declaration of Independence is represented metaphorically as a `rebirth'; a metaphorical scenario which constructs a `creation myth', and by this anthropomorphization suggests that `newborn' Austria is to be perceived as innocent as a newborn child. On the other hand, the historical events before and after are placed in the cognitive frame of natural disasters or fateful events and a community of victims is discursively constructed comprising the victims of the Nazi terror as well as the soldiers waging the war of aggression. Discursive patterns apparent in this case study can, of course, be generalized to similar communicative events in many nation-states. The specific systematic and explicit linguistic/pragmatic and discourse-analytic methodology presented in this article lends itself to deconstruct official discourses which influence collective beliefs, opinions and ideologies. (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)

ABSTRACTThis paper deals with the discursive construction of in-groups and out-groups through a politics of fear and a politics of hope. It draws on the 2015 Greek election and referendum campaigns of the two main political parties – the radical left Syriza and the conservative New Democracy – and emphasises how they legitimised their political decisions via these two forms of politics. The Greek bailout referendum took place on 5 July 2015 in a climate of polarisation and insecurity. We assume (...) that the referendum, at the campaign level, could be considered an extension of the January 2015 election campaign that was shaped on the basis of a synthesis of a politics of fear and a politics of hope. Using the discursive strategies of the Discourse Historical Approach, and especially argumentation strategies and the concepts of topos and recontextualisation, we illustrate the link between political communication, election campaign strategies and political discourse through the prisms of fear and hope. Drawing on the Spinoza ‘affects’, we intend to conduct an interdisciplinary study of the contemporary Greek political scene and to illustrate whether and how political rhetoric and communication strategies are conducive to political dichotomies. (shrink)

The concept of topos has received considerable attention from both argumentation and discourse studies, although its usage and meaning remain obscure. In this article, I argue that the rediscovery of Aristotelian thought might provide a comprehensible explication of topos. Despite the discourse historical approach’s emphasis on topos, its context is found to be limited and this exposes the argumentation strategies of the DHA to criticism. To overcome any shortcomings and provide a better understanding of topos, a classical approach to the (...) concept is suggested, derived from Aristotle’s rhetoric and dialectic. By focusing on Greek media discourses on ‘Islamist terrorism’, I seek to illustrate the synthesis between the DHA’s argumentation strategies and Aristotelian topos as a fruitful analytical and theoretical tool. (shrink)

The analysis presented in this article shows that overarching conceptual systems, such as the metaphor “NATIONS ARE A FAMILY,” often bring together expressions with dissimilar intentions, ideologic...

In the last quarter-century, the emergence of argumentation theory has spurred the development of an extensive literature on the study of argument. It encompasses empirical and theoretical investigations that often have their roots in the different traditions that have studied argument since ancient times – most notably, logic, rhetoric, and dialectics. Against this background, I advocate a “thick” theory of argument that merges traditional theories, weaving together their sometimes discordant approaches to provide an overarching framework for the assessment of arguments (...) in a broad range of contexts. In sketching such a theory, I propose six steps that can “thicken” traditional approaches to argument in the interests of a comprehensive theory. (shrink)