Abstract
This paper presents the notion that a metaphor is one of the discursive tools whereby people position themselves with regard to a change process. Based on Sebeok and Danesi's theory, I analyze two ‘root’ metaphors (articulated by an interviewee) to illustrate the assumption of positions and counter-positions and the way metaphors mediate this positioning. The paper suggests that in the specific context of organizational change, positioning plays the social role of denoting for people (who are considered members of this new social experience) the expected modes of behavior.
About the author
Her research interests include metaphors, social semiotics, pragmatics, and discourse and text analysis. Her publications include ‘With or without “it”: The role of empathetic deixis in mediating educational change’ (in press).
© Walter de Gruyter
