This article studies the moral metaphor system focusing on a subsystem consisting of five pairs of MORAL and IMMORAL metaphors whose source concepts represent some contrastive categories in our visual experience: WHITE and BLACK, LIGHT and DARK, CLEAR and MURKY, CLEAN and DIRTY, PURE and IMPURE. The study examines whether these moral metaphors are manifested in Chinese and English, looking for linguistic evidence in both languages. It is found that the studied moral metaphors are applicable in both languages at varying (...) degrees. This finding suggests that these metaphors may range from being widespread to being universal. The study then further analyzes them regarding whether they are primary or complex metaphors and whether they are equal in status, applying a decompositional approach to metaphor analysis. The result suggests that the moral metaphors under study are complex rather than primary metaphors, and that they are actually not equal in status, some depending on others in meaning making in our moral cognition. If the analysis is valid, the implications are: some conceptual metaphors are more fundamental than others, those that are more fundamental are more likely to be widespread or universal, and hypotheses can be made about conceptual metaphors based on in-depth analysis of their conceptual composition. (shrink)

This paper first elaborates on the notions of conceptualisation and cultural conceptualisations. Cultural conceptualisations enable the members of a cultural group to think, so to speak, in one mind. These conceptualisations are not equally imprinted in the minds of people but are rather represented in a distributed fashion across the minds in a cultural group. Two major kinds of cultural conceptualisations are cultural schemas and cultural categories. These group-level conceptualisations emerge from and act as the locus for the interactions between (...) people from the same cultural background. The members negotiate and renegotiate these conceptualisations across generations. The paper employs the notion of 'distributed representation' in presenting a model of cultural conceptualisations. It then provides examples of such conceptualisations and discusses how they may be instantiated in various artefacts, such as discourse. The paper also proposes a general framework for the identification of cultural conceptualisations, based on the adoption of an ethnographic approach towards the analysis of discourse. Examples from Australian Aboriginal cultural conceptualisations are provided throughout the paper. (shrink)

This book is a cognitive semantic study of the Chinese conceptualization of the heart, traditionally seen as the central faculty of cognition. The Chinese word xin, which primarily denotes the heart organ, covers the meanings of both "heart" and "mind" as understood in English, which upholds a heart-head dichotomy. In contrast to the Western dualist view, Chinese takes on a more holistic view that sees the heart as the center of both emotions and thought. The contrast characterizes two cultural traditions (...) that have developed different conceptualizations of person, self, and agent of cognition. The concept of "heart" lies at the core of Chinese thought and medicine, and its importance to Chinese culture is extensively manifested in the Chinese language. Diachronically, this book traces the roots of its conception in ancient Chinese philosophy and traditional Chinese medicine. Along the synchronic dimension, it not only makes a systematic analysis of conventionalized expressions that reflect the underlying cultural models and conceptualizations, as well as underlying conceptual metaphors and metonymies, but also attempts a textual analysis of an essay and a number of poems for their metaphoric and metonymic images and imports contributing to the cultural models and conceptualizations. It also takes up a comparative perspective that sheds light on similarities and differences between Western and Chinese cultures in the understanding of the heart, brain, body, mind, self, and person. The book contributes to the understanding of the embodied nature of human cognition situated in its cultural context, and the relationship between language, culture, and cognition. (shrink)

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)