Women account for 70% of healthcare workers, so their role has been – and still is – fundamental in addressing and managing the current pandemic event caused by the SARS-CoV-2 coronavirus. Far from being an opportunity to highlight the importance of women in the field, the healthcare crisis, together with lockdown policies and care responsibilities, have contributed to increase the gender gap. To study the depiction of women healthcare professionals, this paper analyses 401 cartoons on the COVID-19 pandemic that depict (...) healthcare workers. Most represent doctors as men and nurses as women, in roles subordinate to men. The representation of women is also impacted by stereotypes that do not contribute to better reflect the roles and professional skills of women in the healthcare field today. (shrink)

The need to provide novel but meaningful ways to reason and talk about an unprecedented crisis such as the Covid-19 pandemic has resulted in a surge of creative metaphoric expressions in a variety...

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)

The aim of this paper is to explore the relationship between visual imagery and metaphor, highlighting the historical neglect of this relationship in philosophy and cognitive science and exploring the reasons behind this neglect in theoretical and empirical studies. After outlining influential philosophical theories on the relationship between metaphor and visual imagery, I provide a critical overview of empirical findings on this. Thus, I argue that experimental studies lack sufficient empirical evidence to make meaningful generalizations and fail to determine the (...) true role of visual imagery in metaphor comprehension. Nevertheless, they do not allow us to rule out the involvement of imagery in the comprehension of at least certain metaphors. The present paper proposes that visual imagery might play different roles depending on the semantic features of the vehicle and the kind of meaning conveyed by different types of metaphors. I conclude this discussion by sketching a roadmap for further exploration of this fascinating and challenging relationship. (shrink)

The article presents an analysis of metaphorical names for yoga postures as well as other verbal and verbo-gestural means of communication used by yoga teachers to describe these co...

This article presents an exploratory analysis of the metaphoric structure of five artistic paintings within “Think aloud” protocols, in which a group of 14 English speakers with a low self-rated level of expertise in art and history of art expertise were asked to verbalize all their thoughts, ideas and impressions of the artworks. The main findings of this study can be summarized as follows: (1) multiple interpretations for the same artwork are possible, (2) the interpretations of the metaphorical structures described (...) by the participants often diverge from those advanced by the researchers. These findings challenge the methods by which metaphor identification and analysis in pictorials is currently approached. As a matter of fact, most of the research in pictorial metaphors tends to reduce stimuli such as artistic paintings to unique metaphoric interpretations generally produced by a single researcher by means of introspection. By addressing this methodological problem in metaphor research, this article contributes to the development of a theoretical and operational participant-based framework that takes into account the role of metaphoric conceptualization within the domain of art and art cognition. (shrink)

With globalisation and neoliberalism as significant phenomena impacting the function and role of higher education institutions (Barnett, 2013), the discursive practices of such institutions as mani...

Firstly, this paper aims to analyze how verbal and visual modes contribute to build two basic components of cartoons: the referenced situation and the fictional situation. Secondly, it aims to unravel the semiotics of this discursive genre by offering a fine-grained picture of modal variations and continuities of the rhetorical resources deployed, by means of which the fictional situation is displayed. The corpus is composed of 50 multimodal cartoons chosen by cartoonists of 22 nationalities as the most representative of their (...) work in the frame of a wide questionnaire. Category analysis and non-parametric statistics were applied. We identified and fleshed out four different types of modal functioning of resources: visual preference, verbal preference, modal flexibility, and genuine multimodal functioning. Even if visual and multimodal metaphor were often in charge of transferring meaning from fiction to the referenced situation, results show that other resources such as antithesis, irony, and syllepsis can become the key resources of cartoons. Findings highlight the multilayered functioning of cartoons, among which plastic features can play a significant role, and provide further evidence in favor of the hyperdetermination of humor hypothesis proposed by Attardo. (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 study proposes a multimodal fusion model to account for the cognitive mechanisms involving 56 political cartoons with regard to U.S. beef import issues as reported in two dominant Taiwanese newspapers, the Liberty Times and United Daily News. Specifically, this study claims that multimodal fusion model evolves from two metonymic-metaphoric networks, i.e., related metonymic network and diversified metaphoric network, and combines the conceptual, visual, and verbal modes. Our analysis demonstrates that multimodal fusion is a significant and recurrent representation technique in (...) the genre of political cartoon and has the cognitive function of encapsulating the abstract complex political debates efficiently with irony and humorous effect. Furthermore, our analysis shows the important role of metonymy and demonstrates how metonymies and metaphors are interwoven in the process of multimodal fusion, which underlies the metaphorical mappings of conceptual scenarios related to “POLITICS IS.. (shrink)

A systematic rhetorical analysis may reveal elements of multimodal argumentative discourse that would otherwise remain hidden. In this article, we present simultaneously the basics of the method we have developed to integrate theories about different modalities in one parallel processing framework for rhetorical analysis and the results of its application to an intriguing ad.

There is an irony in that, the modern empirical and scientific study of metaphor, as arguably the major form of figurativity, arose in part from a realization that metaphor resides in territories s...

Concern for global warming, climate change and pollution has grown in recent years, with countries across the world facing natural disasters on unprecedented scales. The communication of environmental protection is therefore a necessary area of enquiry, especially from a Conceptual Metaphor Theory perspective. The present article explores (1) how the themes of global warming, climate change, pollution and activism are conceptualized in a corpus of 51 noncommercial advertisements, (2) the interaction of metonymy with metaphor, (3) the distribution across verbal and (...) visual modes of metaphoric source and target domains, and (4) how value is evoked. Findings show that half of the corpus frames environmental themes through source domains such as weapons, predators and natural disasters. The other half triggers incongruous mappings, such as between concrete entities, and relies on metonymic processes of inference to access the main rhetorical message. Among the most frequent metonymies, CAUSE-EFFECT and CATEGORY FOR SALIENT PROPERTY highlight the negative effects of the represented phenomena. Multimodality usually occurs within source and/or target domains rather than across the metaphoric mapping. Most of the campaigns project mixed value, where a negative evaluation of a theme is accompanied by a positive message, inviting the audience to take action. (shrink)

Multi-modal metaphor is a new perspective in metaphor research developed in modern times. Beyond the metaphor research of language, it combines text, image, sound, and other modes and provides new insights and perspectives for metaphor research. Food advertisements often combine sound, images, and other forms to promote the products and increase consumers’ desire to buy, and they often contain metaphors of multiple modes. However, under the perspective of cross-cultural research, when the same food brand is advertised in different countries, the (...) multi-modal metaphors are varied to appeal to different audiences. This article compares food advertisements in China and in the U.S. from the perspective of multi-modal metaphors, and analyzes the varied applications arising from different cultural influences. The research may act as a reference for advertising strategies on cross-cultural occasions. (shrink)

Metaphor has been considered as a cognitive process, independent of the verbal versus visual mode, through which an unknown conceptual domain is understood in terms of another known conceptual domain. Metaphor might instead be viewed as a cognitive process, dependent on the mode, which leads to genuinely new knowledge via ignorance. First, I argue that there are two main senses of ignorance at stake when we understand a metaphor: we ignore some existing properties of the known domain in the sense (...) that we disregard or neglect them; we ignore some “non-existing” properties of the known domain in the sense that they are not a piece of information belonging to the known domain, but emerge in metaphor interpretation. Secondly, I consider a metaphor as a reasoning device, guiding the interpreters along a path of inferences to a conclusion, which attributes to the target some properties of the source. In this path, interpreters might discover the ignored existing properties of the known domain and/or recover the “non-existing” properties, inferring or imagining the missing piece of information. Finally, I argue that, especially in visual metaphors, this process is guided by a “sentiment of rationality”, tracking a disruption of existing familiar conceptualisations of objects and/or actions and a recovery of ignored properties. (shrink)

This article analyzes how the conceptualization LIFE IS A JOURNEY is conveyed within a series of paintings ranging from the fifteenth century to the twentieth century. While the previous research on visual metaphor generally aims to describe how the domains of metaphorical conceptualization interact or discusses the rhetorical effect that visual metaphor is able to induce, this article takes a historical perspective in order to identify the main conceptual aspects shared by the paintings under consideration. It is proposed that the (...) concept of a JOURNEY is associated with a PURPOSIVE ACTIVITY that involves the start of the journey and its termination as two qualitatively different moments that are faced as a collective/shared experience and that are inspired by some human wish. This article also shows how the conceptual potential of metaphor tends to maintain a coherent representation although the paintings represent different historical sensitivities and artistic approaches. (shrink)

Drawing on insights from contemporary studies on conceptual metaphor and multimodal metaphor, the present study proposes a tentative analysis of multimodal metaphorical argument from the perspective of the extended theory of pragma-dialectics. A case, Liqun Commercial, is presented as an illustration. This commercial proves to use a conceptual metaphor, life is a journey, that underlies a multimodal metaphorical argument. The conceptual metaphor is highly acceptable in the cultural context of the Chinese target audience. Due to the restrictions imposed by the (...) institutional context, the commercial tries to convince the audience by using implicit argumentative means. In this endeavor, multimodal metaphorical argument is used to enhance the commercial’s effectiveness by foregrounding through framing the aspects the protagonist desires to show and by using a strategy to evade sanctions for ignoring institutional constraints. (shrink)

Name der Zeitschrift: Semiotica Jahrgang: 2018 Heft: 220 Seiten: 41-67.

Recent philosophical analyses of the epistemic dimension of images in the sciences show a certain trend in acknowledging potential roles of these images beyond their merely decorative or pedagogical functions. We argue, however, that this new debate has yet paid little attention to a special type of pictures, we call ‘visual metaphor’, and its versatile heuristic potential in organizing data, supporting communication, and guiding research, modeling, and theory formation. Based on a case study of Conrad Hal Waddington’s epigenetic landscape images (...) in biology, we develop a descriptive framework applicable to heuristic roles of various visual metaphors in the sciences. (shrink)

Recent philosophical analyses of the epistemic dimension of images in the sciences show a certain trend in acknowledging potential roles of these images beyond their merely decorative or pedagogical functions. We argue, however, that this new debate has yet paid little attention to a special type of pictures, we call ‘visual metaphor’, and its versatile heuristic potential in organizing data, supporting communication, and guiding research, modeling, and theory formation. Based on a case study of Conrad Hal Waddington’s epigenetic landscape images (...) in biology, we develop a descriptive framework applicable to heuristic roles of various visual metaphors in the sciences. (shrink)

The text aims at discussing the verbo-visual means of expression employed in three climate change-related campaigns in the context of their effectiveness. The chosen climate change awareness raising campaigns by two non-governmental organisations, EcoEduca and World Wide Fund for Nature Inc. (WWF), deal with the results of Arctic permafrost thaw resulting in the loss of sea ice dependent animals’ habitat. A cognitive linguistics oriented analysis refers to the theory of metaphor (Lakoff and Johnson 1980, Forceville 1996, Kövecses 2002, 2014), conceptual (...) blending (Fauconnier and Turner 2003), and construal (Langacker 1987, 2008). The visual layer will also be described with reference to a grammar approach to visual communication (Kress and Van Leeuwen 1996, 2001, Machin 2010). (shrink)

This article studies the cognitive and communicative effects of typographical iconicity in poetry from the perspective of relevance theory. It argues that the visual aspect pertaining to an instance of typographical iconicity conveys a sensory impression, which perceptually resembles elements of the semantic material represented via the typographical iconicity’s lexical aspect. It is suggested that the non-propositional information relating to this impression can trigger the derivation of a wide array of weak implicatures which can combine to form an impressionistic and (...) indeterminate cognitive state described within relevance theory as a poetic effect. Furthermore, since the added effort, which the typographical iconicity requires to be perceived and processed, is offset by the derived implicatures, the use of typographical iconicity may be said to produce an optimally relevant level of processing. (shrink)

On January 1, 2020, I (the first author), started my term as the new Editor in Chief of Metaphor and Symbol. I wanted to inaugurate that moment with a short editorial piece in the journal seeking t...

Studying cartoons about the economic crisis and focusing on a pair of scissors as a symbol, I prove how they first turn into unambiguous metaphor for the economic crisis and then experience an evolution in order to adapt to new communication contexts. Along these processes, they undergo more complex changes such as coadaptation and speciation. This has allowed for the scissors meme as a symbol of economic cutbacks to permeate society, and for its metaphorical use to occupy many disparate communication (...) scenarios, unlike other symbolic elements that were also used, but turned out to be less cognitively efficient and therefore offered fewer evolutionary possibilities. (shrink)

In this article, based on a critical metaphor analysis, we identify and describe multimodal metaphors involving the human body and its conceptualizations in five auteur films of the 2010s. Studies on the human body in cinema have documented how it changes according to underlying ideologies. Our research focuses on the role of image schemas and metaphors as they embody meanings and sociocultural paradigms. Metaphors also frame how the body is conceptualized according to dominating ideological practices such as (a) commodification, (b) (...) the integration between artificial and organic, (c) dissatisfaction, (d) dynamics of beautification and idealization, and (e) politicization of the human body. We show how metaphors are creative tools to reframe meanings and representations of the body and how the body is a construct refashioned within the cinematic discourses of these films. (shrink)

Brand Equity Planning with Structuralist Rhetorical Semiotics furnishes an innovative conceptual model and methodology for brand equity planning, with view to addressing a crucial gap in the marketing and semiotic literatures concerning how advertising multimodal textual elements may be transformed into brand associations, with an emphasis on rhetorical relata as modes of connectivity between a brand’s surface and depth grammar. The scope of this project is inter-disciplinary, spanning research areas such as brand equity, structuralist semiotics, textual semiotics, visual and film (...) semiotics, multimodal rhetoric, film theory, psychoanalysis. The proposed connectionist conceptual model of the brand trajectory of signification is operationalized through a methodological framework that encompasses a structuralist semiotic interpretative approach to the textual formation of brand equity, supported by quantitative content analysis with the aid of the software Atlas.ti and the application of multivariate mapping techniques. (shrink)

Cognitive semantic studies have shown that our conceptualization of morality is at least partially metaphorical and that our moral cognition is grounded in some fundamental contrastive categories of our embodied experience in the physical environment. It is argued that our moral cognition is built on a moral metaphor system. Within the framework of conceptual metaphor theory, this study aims to examine the spatial subsystem of moral metaphors in English. We set out with five pairs of moral metaphors that involve the (...) following spatial source concepts: HIGH and LOW, UPRIGHT and TILTED, LEVEL and UNLEVEL, STRAIGHT and CROOKED, and BIG and SMALL. These metaphors were found to constitute the spatial subsystem of moral metaphors in Chinese. Our primary goal is to find out if the five pairs of moral–spatial metaphors are manifested in English as well. To that end we collected linguistic data from the Corpus of Contemporary American English and searched Google Images for multimodal evidence. Our finding is that the five pairs of moral–spatial metaphors are applicable in English as they are in Chinese. We also discuss issues related to conceptual metaphor theory. (shrink)

This paper addresses the question how to analyze multimodal public discourse in such a way that the resulting reconstruction of the rhetor’s accountability either obliges the rhetor to acknowledge the argumentative reconstruction as valid or to refute its validity in a meta-discussion. This is a challenge for discourse theory as well as for argument theory because multimodal discourse seems far removed from the ‘standard’ propositional format of an argument. We argue that multimodal discourse should be analyzed as a coherent and (...) relevant discourse, assuming the possibility of instant interactions between all modes. We introduce a method that allows us to account for an argumentative reconstruction in a systematic way. We illustrate our method by analyzing the ABC news item titled Hu Jintao Visit: Economics and Panda Bears of January 20, 2011, holding ABC news as a rhetor accountable for several far reaching standpoints that are implied in the multimodal format. (shrink)

The article explores cross-modal iconic relations in nine diverse Western-music songs ranging from 1600 to 2015, all of them thematizing dysphoric weeping. Initial input comes from five recurrent features observed in ancient Greek texts associated with performative events, including the prominence of sound, interjections and strong self-referentiality, repetitions and refrains, the motif of endlessness, and tears associated with streams of water, dew, and libation liquids. The analysis adopts Peirce’s conceptual distinction between image, diagram, and metaphor iconicity, although the continuum reading (...) proposed by several scholars is ultimately favored. The sample turns out to offer plenty of evidence of iconic relations. Interjections, falsetto, verbal repetitions, musical repetitions, musical rendering of sighs and endlessness, ostinato patterns, downward notes, and water images (rain and rivers), all of this is shown to substantiate cross-modal iconicity encompassing weeping, lyrics, music (including musical notation), and images, in different combinations. Quantitative investigations confirming/disconfirming and adding iconicity patterns, and comparative analyses linking Western and non-Western lament traditions constitute desiderata for future work. (shrink)

When athletes make significant plays in sporting competitions, such as scoring a goal in soccer, a touchdown in American football, they often immediately express their joy by performing some bodily action for others to see and understand. Many sports celebrations are staged pantomimes that express metaphorical meanings as a part of athletes’ pretending to perform certain source-path-goal sequences of action from other competitive events. This article examines the possible metaphoricity in different sports celebrations and whether casual observers may understand these (...) actions as conveying metaphorical messages. Studies 1 and 3 present analyses of some of the important, possibly metaphorical, characteristics of a corpus of sports celebrations, both those that are performed by individual athletes (Study 1) and those where several athletes jointly enact some celebratory action (Study 3). Studies 2 (individual athletes) and 4 (group performances) investigated whether casual spectators interpret some celebrations as conveying metaphorical messages beyond simply expressing an athlete’s positive emotions. These studies demonstrate that many sports celebrations express metaphorical meanings where athletes provide bodily commentary on the significance of what they have just accomplished. (shrink)

Conceptual Metaphor Theory (CMT) has been little used by archaeologists. A key barrier is that current metaphor analysis relies on linguistic evidence, a resource that archaeologists rarely have. Methods for interpreting entirely “material metaphors” have yet to develop. This article explores CMT in a domain of long-standing archaeological interest: settlement structure. Anthropologists have long recognized that hunter-gatherers place their dwellings close to those they are close to socially, usually their kin. Archaeologists have assumed the same holds true for prehistory—although without (...) direct evidence. This article explains why people consistently associate with their kin this way, and how the metaphor, “SOCIAL DISTANCE IS PHYSICAL DISTANCE,” structures hunter-gatherer campsites worldwide. Archaeologists can infer the existence of this metaphor in the archaeological record without linguistic support. Furthermore, they can assume it exists in all human societies for as long as human brains have been wired up as they currently are. (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)

In this article, we set out, first, a general overview of metaphor and metaphorical thought research within cognitive psychology and developmental psychology. We claim that, although research efforts broadened perspectives that considered metaphors to be ornaments of poetic language, certain predominance of a linguistic point of view within investigations led to relatively little attention paid to (i) non-verbal and non-written metaphorical instantiations, and (ii) the pre-linguistic and cultural origins of metaphorical thought. Next, we attempt to delve into, and model, the (...) ontogenetic origins of metaphor, taking into consideration social and cultural elements. To that end, we consider the Vygotskian perspective and contemporary research from the pragmatics of the object. We propose that metaphorical thought is an emerging result of a complex web of dynamic relationships between pre-linguistic and socioculturally regulated semiotic systems. The analysis undertaken shows the need for a research programme with a developmental orientation that considers metaphor to be a product of the intertwining between the individual and social dimensions of cognitive development. We suggest this programme should find its roots in the analysis of the semiotic skills that precede the acquisition of metaphorical language. (shrink)

This study examines the form and function of gestural depictions that develop over extended stretches of concept explanation by a philosopher. Building onStreeck’s (2009)explorations of depiction by gesture, we examine how this speaker’s process of exposition involves sequences of multimodal, analogical depiction by which the philosophical concepts are not only expressed through gesture forms, but also dynamically analyzed and construed through gestural activity. Drawing on perspectives of gesture as active meaning making (Müller 2014,2016,Streeck 2009), we argue that the build-up of (...) gestures in depiction sequences, activated through a multimodal metaphor (Müller & Cienki 2009), engages the wider philosophical standpoint of the speaker. Using video analysis supported by interview data, we demonstrate how examination of gestures within and across discourse can lead to understanding of how dynamic, embodied, and subjective processes of conceptualization contribute to philosophical theorizing. (shrink)

ABSTRACTMetaphors are a genuinely human construction. They are used to improve communication and they are a very powerful tool that might have an influence in human evolution. In this article I argue that metaphors, transformed in powerful memes, adapt to a new communicative niche and contribute to transform it. In order to prove this hypothesis, I study 319 cartoons published in the wake of the Germanwings air crash, where I inventory 144 metaphors. The study shows the conceptual metaphor evolution for (...) a period of 2 weeks, and how the metaphors changed as a result of the variations in the communicative niche, becoming much more efficient communicatively. (shrink)

The aim of the present paper is to contribute to a better understanding of the role of heraldry, in particular of para-heraldic devices known as “badges”, in 15th-century England. The case chosen for examination is that of the white rose, one of the major badges of Edward IV. The data consists of four contemporary texts in which Edward is referred to as the “rose”, analysed against the background of the use of the white rose of York as a heraldic device. (...) This includes surviving artefacts ranging from effigies to stained glass to seals and manuscript illuminations, as well as contemporary descriptions and depictions of those artefacts. Using the methodological apparatus of cognitive linguistics, specifically the multimodal metaphor and metonymy analysis, the author examines the interplay between language and heraldry. The results show that while the primary function of the white rose and of other badges employed by Edward IV was to emphasize his heritage and thus invite a metonymic reading, the badge inspired other, metaphorical readings, which were employed rhetorically by his supporters. In this context, the concept of the badge may be reinterpreted as a metaphtonymy. The analysis supports the view of heraldry as an integral element of medieval society. From a semiotic perspective, heraldry should be seen as a dynamic system that could be exploited creatively to suit the needs of its users, which in turn corresponds to the dynamic theory of metaphor. (shrink)

Hong Kong is undergoing two overlapping crises: social unrest over anti-government protests, and COVID-19. The media has linked these events in both objective and subjective ways. While some liken the social unrest to COVID-19, others do the opposite. This is an intriguing real-world instance of source-target reversibility with interchangeable source and target resulting in two apt variants. This paper reports a survey study of the links between crisis perceptions and the aptness of metaphor variants. Participants (N = 93) rated 30 (...) matched items on the effects of both crises on trust in governance, interpersonal relations, the economy, physical/mental health, and Hong Kong’s future. This determined, for each participant, a correlation coefficient reflecting perceived structural similarity, and absolute/raw difference scores reflecting perceived substantive similarity of the crises. They then explained which (or neither) of two constructed headlines depicting the SOCIAL UNREST as COVID-19 or COVID-19 as the SOCIAL UNRESTwas more apt. Logistic regression analyses showed that i) metaphor aptness was predictable from structural but not substantive similarity, and ii) the worse crisis was preferred as source domain, but only for its more experientially concrete aspects. The study exemplifies socio-culturally situated’ theoretical investigation and how metaphor research can shed light on crisis perceptions. (shrink)

Journal Name: Cognitive Linguistics Issue: Ahead of print.

Some changes in the environment, when attended to, result in cognitive response which may be called thinking with change. Thinking with change is similar to the “algorithm of sense detection” of metaphors. In fact, the interpretation of any kind of metaphor is framed by the general human mechanism of dealing with a change. Therefore an interpreted (meaningful) change is here called metaphorical. The first part clarifies the concepts of change and metaphor. The second part provides the characteristics of metaphorical changes. (...) Finally, we try to answer the question if metaphorical thinking with change is rational. Metaforyczne zmiany poznawcze: na krawędzi racjonalności Rozważania podjęte w niniejszym artykule wyrastają ze spostrzeżenia, że: (1) niektóre zmiany w otoczeniu, kiedy zostały zauważone, wzbudzają pewną odpowiedź kognitywną, którą nazwać można myśleniem zmianą i (2) owo myślenie zmianą odbywa się na wzór myślenia metaforycznego. Zatem znalezienie sensu zmiany przebiega podobnie jak znalezienie sensu nowej, świeżej metafory. W rzeczywistości jednak to interpretowanie metafory odbywa się zgodnie z kanonem myślenia inicjowanego zmianą. Najpierw przedstawiona zostanie bardzo skrótowo pewna teoria metafory. Zmiana, która uzyskała sens nazywana będzie dalej zmianą metaforyczną. Pierwsza część zawiera wyjaśnienia sposobu rozumienia obu kluczowych terminów: zmiany oraz metafory. Druga ma na celu ukazanie, jakie zmiany w otoczeniu są metaforyczne oraz zarysowanie koncepcji, w ramach której można opisać zmiany metaforyczne jako proces poznawczy. W końcu, postaram się odpowiedzieć na pytanie, czy myślenie zmianą jest racjonalne. (shrink)

This paper focuses on two legal languages such as the legal English developed by the European Union institutions and the legal Chinese of Mainland China, to study whether the mental representations and the embodied simulation created by the conceptual metaphors for the same Western concept, right, differ in any significant ways. By analysing the data contained in two large corpora, this study has found that, despite the common origin of the concept right in the two legal languages, they conceptualise it (...) in a significantly different fashion. Finally, the findings of this study are read through the theoretical framework proposed for this special issue—hybridity and the Third Space. While it is somewhat straightforward to conceive of Euro English as a hybrid language, owing to the multilingual and supranational setting where it is used, this study has found that the Chinese legal language, too, is a hybrid language exhibiting linguistic features that intersect different belief systems. (shrink)

Religious symbols are often treated as mysterious, and even magical, links between the visible and the invisible worlds. They also lie in the nature of Christianity: they are present in its languag...

In this article I study the genesis of metaphors from an evolutionary perspective. Analyzing 414 cartoons published after the death of the cartoonists of the French satirical magazine Charlie Hebdo, I propose a metaphoric founder effect with the metaphors “PENCIL IS A WEAPON,” “PENCIL IS A CARTOONIST,” and “PENCIL IS FREEDOM,” and a subsequent metaphor drift that creates many related metaphors. Additionally, the success of these metaphors turns the pencil meme into a very efficient and fast-spreading item representing not only (...) the work of cartoonists, but also the fundamental values of Western culture, such as freedom of expression. (shrink)

Mark Johnson's new monograph pursues the research line of the earlier books he published, together with George Lakoff and on his own (Lakoff & Johnson, 1980, 1999; Johnson, 1987, 1993), but breaks...

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)

People often use memes to express their ideological stance on real world events. This study departs from a recent COVID-19-related meme which makes use of elements known from the animated televisio...

Political cartoons make meaning by drawing on scenarios that must be immediately recognizable by their intended audience. Crucial meaning-making mechanisms in these scenarios are verbo-visual ensembles of metaphors and metonymies. In this paper we investigate 69 Chinese and 60 American political cartoons published in 2018 and 2019 that pertain to the two nations’ trade conflict. By examining the cross-cultural similarities and differences between metaphors and metonymies, we chart how Chinese and American cartoonists portray this trade conflict. We end by showing (...) how a complete interpretation of the cartoons requires enrichment with insights provided by yet other analytical instruments. (shrink)

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 research aims at unraveling relationships between rhetorical devices from elocutio and argumentative topoi from inventio in advertising. Studies on this topic have attempted to demonstrate not only that rhetorical devices condense argumentation schemes, but also that they have a strong argumentative force. I will try to achieve my goal by applying the Argumentum Model of Topics to a corpus of award-winning advertisements.