Metaphor as an Expressive Resource of Human Creativity in Organizational Life

World Futures 66 (5):335-350 (2011)
A recent perspective proposed by cognitive linguistics allows overcoming the traditional trend by confronting the special rhetorical strength of metaphor with its evident argumentative nature. In such a direction the psycho-semiotic approach frames each human event of sense making within the notion of diatext, underlining the dialogical tension between “text” and “context” of enunciation. Metaphor is a relevant resource of diatextual analysis since it opens unexpected views on the mysterious procedures that translate claims of meaning into discursive modes suitable to specific situations. A corpus of empirical evidences, collected within the organizational context through narrative interviews, allows better understanding of the creative power of metaphors
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