Through metaphor, we gain distinctive perspectives on reality and communicate in new ways, especially when we use metaphor intentionally. The COVID-19 pandemic broke out in early 2020, causing sign...

This study proposes an operational approach to a metaphorical framing analysis using large-scale data. We conducted a case analysis of how war metaphors are framed to address various societal issues in a corpus of public speeches by Hong Kong government officials. By investigating patterns of lexical choices under the source domain of WAR and the underlying reasons for the source-target domain mappings (i.e. Mapping Principles), we found that the target domain of social issues in Hong Kong is primarily conceptualized in (...) terms of a combat frame, and governmental issues are primarily talked about in terms of a protection frame, both of which are positively evaluated. Additionally, economic issues are primarily addressed in terms of a strategy frame, which is both positively and negatively evaluated. We show that analyzing the Mapping Principles of these conceptual metaphors captures the “selection” process of framing at the dimensions of frame frequency and frame sentiment, allowing for a principled way to propose a metaphorical framing analysis in corpora-based studies. The proposed approach enriches Critical Discourse Analysis studies of metaphorical framing and bridges the link between metaphor analysis at a conceptual level and framing analysis at a communication level. (shrink)

This paper offers a review of the argumentation-theoretical literature on metaphor in argumentative discourse. Two methodologies are combined: the pragma-dialectical theory is used to study the argumentative functions attributed to metaphor, and distinctions made in metaphor theory and the three-dimensional model of metaphor are used to compare the conceptions of metaphor taken as starting point in the reviewed literature. An overview is provided of all types of metaphors distinguished and their possible argumentative functions. The study reveals that not all possible (...) argumentative functions of metaphor have been taken into account, such as the role of conventional direct metaphors in standpoint and starting point. Novel direct metaphor as part of an analogy argument has received most attention, while indirect metaphor can constitute argumentative moves as well, such as the introduction of a standpoint, starting point or connection premise. The overview also shows that certain combinations of variables seem to be impossible of unlikely to occur. These results have a bearing on the analysis of metaphors in argumentative discourse and show the omission in current studies of metaphor. Being aware of these dimensions of metaphor ánd of its potential in argumentation would enrich argumentation studies and metaphor studies alike. (shrink)

Using metaphor is a common strategy in politics and other argumentative settings to support a particular claim or to promote behavioral change (e.g., Musolff, 2004). By painting a picture of the is...

This paper examines patterns of metaphor in usage. Four samples of text excerpts of on average 47,000 words each were taken from the British National Corpus and annotated for metaphor. The linguistic metaphor data were collected by five analysts on the basis of a highly explicit identification procedure that is a variant of the approach developed by the Pragglejaz Group (Metaphor and Symbol 22: 1–39, 2007). Part of this paper is a report of the protocol and the reliability of the (...) procedure. Data analysis shows that, on average, one in every seven and a half lexical units in the corpus is related to metaphor defined as a potential cross-domain mapping in conceptual structure. It also appears that the bulk of the expression of metaphor in discourse consists of non-signalled metaphorically used words, not similes. The distribution of metaphor-related words, finally, turns out to be quite variable between the four registers examined in this study: academic texts have 18.5%, news 16.4%, fiction 11.7%, and conversation 7.7%. The systematic comparative investigation of these registers raises new questions about the relation between cognitive linguistic and other approaches to metaphor. (shrink)

The paper investigates the epistemological and communicative competences the experts need to use and communicate evidence in the reasoning process leading to diagnosis. The diagnosis and diagnosis communication are presented as intertwined processes that should be jointly addressed in medical consultations, to empower patients’ compliance in illness management. The paper presents defeasible reasoning as specific to the diagnostic praxis, showing how this type of reasoning threatens effective diagnosis communication and entails that we should understand diagnostic evidence as defeasible as well. (...) It argues that metaphors might be effective communicative devices to let the patients understand the relevant defeasors in the diagnostic reasoning process, helping to improve effective diagnosis communication, and also encouraging a change in patients’ beliefs and attitudes on their own experience of illness and illness’ management. (shrink)

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)

Corporate organizations, in their corporate branding efforts, often associate or imbue themselves with values and attributes like dynamism, competitiveness and empowerment, which are reflective of post-Fordist, neoliberal capitalist ideology. This article examines how such values are semioticized by a particular group of organizations – Singapore's corporatized universities – as they enact their corporate brands both verbally and visually, specifically through metaphor and modality. In doing so, these organizations and their corporate brands are conceived of as nodes of neoliberal governmentality, where (...) they are subject to the regulatory influence of both the state and capital, while at the same time potentially exercising influence over brand recipients. The organizations' governmentalizing potential is actualized when stakeholders and brand supporters appropriate these corporate brands as symbolic and cultural resources in fashioning their individual subjectivities, making themselves amenable to the workings of capital, which in turn helps to sustain the prevailing neoliberal order. (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 (Steen, 2008 Steen, G. 2008. The paradox of metaphor: Why we need a three-dimensional model of metaphor. Metaphor and Symbol, 23(4): 213–241. [Taylor & Francis Online], [Web of Science ®], [Google Scholar]). 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)

This article discusses how the study of metaphoric and more generally, figurative language use contributes to critical discourse analysis. It shows how cognitive linguists’ recognition of metaphor as a fundamental means of concept- and argument-building can add to CDA's account of meaning constitution in the social context. It then discusses discrepancies between the early model of conceptual metaphor theory and empirical data and argues that discursive-pragmatic factors as well as sociolinguistic variation have to be taken into account in order to (...) make cognitive analyses more empirically and socially relevant. In conclusion, we sketch a modified cognitive approach informed by Relevance Theory within CDA. (shrink)

Ecological-cognition approaches share the overall assumption that cognition is enacted, extended, embedded, and embodied. In this article, these basic assumptions are illustrated and critically evaluated from the point of view of gesture and film studies. In a theoretical introduction, the idea of metaphorizing as embodied interactivity is developed and connected with these basic assumptions of an ecological cognition approach to metaphor. Four case studies illustrate how metaphoricity in face-to-face contexts and in film viewing is enacted, extended, embedded, and embodied. Examples (...) from gesturing face-to-face and a case study of a television news report serve to illustrate how metaphors in these ecologies have important common characteristics: they emerge from metaphorizing as embodied interactivity. (shrink)

Conceptual metaphor theory implies that ubiquitous metaphors become mere descriptions or concepts if they are not embedded in competing discursive communities. This paper demonstrates that weaponiz...

There has been a longstanding interest in discovering or uncovering resemblances among what are ostensibly diverse religious schemas by employing a range of methodological approaches and tools. However, it is generally considered a problematic undertaking. Jonathan Z. Smith has produced a large body of work aimed at explicating this and has tacitly based his model of comparison on metaphor, which is traditionally understood to connote similarity between two or more things, as based on a linguistic or pragmatic assessment. However, another (...) possible approach is cognitive. George Lakoff and Mark Johnson have championed the view of “conceptual metaphor,” which regards metaphor as being pervasive not only in language, but also in thought and action. Indeed, according to them, it basically structures our conceptual operations and hence views of the world through partially mapping knowledge across ontological domains, generally from the concrete to the abstract. I shall argue that a similar mechanism can fruitfully be applied to comparing religious schemas, as based on the postulated relationship between the domains of human and divine, physical and abstract, and as realized through expressions of journeying and reflection. (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)

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 aims to contribute to ongoing debate on the place of metaphor at the semantics/pragmatics interface. Contextualists have argued that metaphorical utterances (i.e., prosaic/conventional metaphors) behave like literally loose uses of speech in that they are interpreted automatically and unreflectively. If metaphors are interpreted along the same lines as literally loose speech, metaphorical content is part of what a speaker says, and is classified as semantic. Some other authors have observed that metaphorical utterances (i.e., poetic, novel metaphors) seem to (...) behave more like paradigmatic conversational implicatures, and so are conversationally meant. On this picture, metaphors are patently pragmatic. I attempt to square these seemingly disparate observations by developing an idea in Korta and Perry’s _Critical Pragmatics_ (2011). Namely, that _every_ utterance is _systematically_ associated with a family of contents. The truth-conditions of these contents are classified by different contents; some of these contents are reflexive and have the utterance itself as a constituent. They range from the purely reflexive to referential content thereby constituting a family of gradually less reflexive and more contextually independent contents. Differences between prosaic and poetic metaphors roughly correspond to the level of content triggering an inference to metaphorical meaning. (shrink)

People regularly encounter metaphors in a variety of different communicative settings, but most studies of metaphor framing have relied exclusively on written materials. Across three experiments (N...

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)

Introduction: The paper investigates the impact of the use of metaphors in reasoning tasks concerning vaccination, especially for defeasible reasoning cases. We assumed that both metaphor and defeasible reasoning can be relevant to let people understand vaccination as an important collective health phenomenon, by anticipating possible defeating conditions. -/- Methods: We hypothesized that extended metaphor could improve both the argumentative and the communicative effects of the message. We designed an empirical study to test our main hypotheses: participants (N = 196, (...) 78% females; Meanage = 27.97 years, SDage = 10.40) were presented with a text about vaccination, described in either literal or metaphorical terms, based on uncertain vs. safe reasoning scenarios. -/- Results: The results of the study confirmed that defeasible reasoning is relevant for the communicative impact of a text and that an extended metaphor enhances the overall communicative effects of the message, in terms of understandability, persuasion, perceived safety, and feeling of control over the health situation, collective trust in expertise and uptake of experts' advice. However, the results show that this effect is significantly nuanced by the type of defeasible reasoning, especially in the case of participants' trust in expertise and commitment to experts' advice. -/- Conclusion: Both communicative and defeasible reasoning competences are needed to enhance trust in immunization, with possible different outcomes at an individual and collective level. (shrink)

In the product-design domain, metaphors are used as a means of communication between designers and users. A designer generates a metaphor by deciding on a quality of a target to highlight and selecting a corresponding source that conveys this quality; the user interprets the designer’s intentions via the end product. The depth of the generated metaphor can be assessed by the extent to which the highlighted quality is salient for the target: Metaphors focusing on a salient quality of the target (...) are termed “surface” metaphors, whereas those focusing on a non-salient quality are called “deep” metaphors. In this article, we investigated both the effect of the expertise level of the designer and different types of intention on metaphor depth, through a study in which groups of expert and novice designers were asked to generate metaphors and external judges evaluated the depth of the metaphors created. Results indicated that having a pragmatic intention.. (shrink)

Metaphor use in university contexts has received some attention by the literature, which has mostly focussed on the language produced by academics. However, more dialogic forms of academic communic...

Metaphors are considered as instruments crucial for persuasion. However, while their emotive, communicative and persuasive effects are the focus of different studies and discussions, the core of their persuasive function, namely their argumentative dimension, is almost neglected. This paper addresses the problem of explaining how metaphors can communicate arguments, and how it is possible to reconstruct and justify them. To this purpose, a distinction is drawn between the arguments that are communicated metaphorically and reconstructed “top down,” namely based on relevance (...) considerations, and the ones that are triggered implicitly by the use of a metaphorical expression. In both cases, metaphorical arguments are reconstructed through different patterns of argument, called argumentation schemes (Walton, Reed & Macagno 2008). However, while the purpose of a metaphorical sequence of discourse (called metaphorical move) can guide and justify the reconstruction of the argument that can sufficiently support the intended conclusion in a persuasive move, a more complex analysis is needed for analyzing the inferences that a metaphorical move can trigger. These inferences are claimed to represent part of the connotation of the metaphorical expression and can be captured through its most frequent collocations, determinable using some tools of the corpus linguistics. (shrink)

The article develops and justifies, on the basis of the epistemological argumentation theory, two central pieces of the theory of evaluative argumentation interpretation: 1. criteria for recognizing argument types and 2. rules for adding reasons to create ideal arguments. Ad 1: The criteria for identifying argument types are a selection of essential elements from the definitions of the respective argument types. Ad 2: After presenting the general principles for adding reasons (benevolence, authenticity, immanence, optimization), heuristics are proposed for finding missing (...) reasons, for deductive arguments, e.g., semantic tableaux are suggested. (shrink)