Although researchers have paid much attention to the journey metaphor (e.g., Forceville, 2006a, 2011a, 2011b; Forceville & Jeulink, 2011), little seems known about its role for moral political cognition. Using data from the US and UK public discourses on the Euro crisis as an example, this paper draws on Lakoff’s (1996) Moral Politics Theory, demonstrating that the journey metaphor can play a crucial role for political cognition, and especially for moral political judgment.

In contrast to symbol-manipulation approaches, Cognitive Linguistics offers a modal rather than an amodal account of meaning in language. From this perspective, the meanings attached to linguistic expressions, in the form of conceptualisations, have various properties in common with visual forms of representation. This makes Cognitive Linguistics a potentially useful framework for identifying and analysing language-image relations in multimodal texts. In this paper, we investigate language-image relations with a specific focus on intersemiotic convergence. Analogous with research on gesture, we extend (...) the notion of co-text images and argue that images and language usages which are proximal to one another in a multimodal text can be expected to exhibit the same or consistent construals of the target scene. We outline some of the dimensions of conceptualisation along which intersemiotic convergence may be enacted in texts, including event-structure, viewpoint, distribution of attention and metaphor. We take as illustrative data photographs and their captions in online news texts covering a range of topics including immigration, political protests, and inter-state conflict. Our analysis suggests the utility of Cognitive Linguistics in allowing new potential sites of intersemiotic convergence to be identified and in proffering an account of language-image relations that is based in language cognition. (shrink)

Recent discussions on the use of metaphor have centered on how it may be used in a way that has been said to require mandatory attention to the fact that it is metaphorical, resulting in what has come to be known as deliberate metaphor (CitationSteen, 2008). While metaphor deliberateness and conventionality/novelty are conceptually distinct, associations are likely to exist in practice. This article focuses on the deliberate use of conventional metaphor in images, by way of examining the use of animate (...) and anthropomorphic metaphors in an instance of corporate branding discourse (i.e., the prospectuses of Singapore's corporatized universities). Through our analysis, we show that deliberate conventional metaphor serves to reinforce particular conceptualizations rather than effect radical conceptual change. Moreover, we discuss visual and multimodal metaphor as deliberate if used in carefully crafted texts and draw on the notion of an image's connotative meaning to point out how such deliberateness can be further accentuated. The article concludes by discussing some implications for how the degree of conventionality is likely to have an effect on how deliberate metaphor achieves its key objective of changing addressees’ concepts of a particular Target. (shrink)

Despite the widely disseminated assumption that metaphors are the key persuasive devices in promoting tourist destinations, specifically those located in tropical regions, there has been to date no systematic research investigating the use of figurative language in tourism promotional discourse. Using a corpus-assisted approach to the identification and analysis of metaphors supported by Wmatrix, this study attempts to establish empirically whether promotion of destinations culturally and geographically faraway does deploy more metaphors than marketing of tourist places “closer” to home and (...) what kind of conceptual mappings and metaphorical expressions are utilized. The results point to a significant increase of metaphor use in the descriptions of tropical destinations. Five domains—“BODY,” “NATURAL PRECIOUS ELEMENT,” “COLOR,” “TASTE,” and “RELIGION”—prove especially productive. The combinations of metaphorical expressions from these domains generate sensory fusions that appeal to multiple senses at once including vision, taste and imagination, and in doing so, potentially increase the “appetite” for “consuming” a destination. They also perform ideological work as devices in discourse that clandestinely perpetuates colonial legacies. (shrink)