The present research studies more thoroughly and extends from global perspectives the ideas elaborated in a former study dedicated to that which was named there – related to libraries, but not exclusively – symbolic marketing, embodied and objectified as a metaphor. “Living”, active and efficient metaphor. The analyses focus, on the one hand, on the theoretical, conceptual – and even philosophical – aspects of “symbolic marketing”. On the other hand, applying these theoretical considerations, we present and examine as (...) a case study the journal entitled Philobiblon (http://www.bcucluj.ro/philo/), edited by the Lucian Blaga Central University Library (Cluj, Romania), and the marketing procedures associated with it. The periodical is a transdisciplinary scientific organ published in English, destined from its beginnings to the market of international interlibrary publication exchange, which has developed an entire network of peculiar, individual and characteristic marketing structures and initiatives: living, objectified symbolic-metaphoric structures which are evolving and getting diversified not only in the context but also with a view to globalization. (shrink)

The paper grasps and outlines the concepts and practices of library marketing as well as generally the marketing of non-profit institutions or organizations, conceptually defined as symbolic marketing- However, what is termed here as symbolic should not be understood as a "weaker " version of marketing, but as the proper way in which marketing perspectives can be actually implemented in such institutions; that is, as a practice which concerns and mobilizes all services and activities of such institutions. The paper also (...) presents the factual initiatives which have been going on for years - quite successfully - in the "Lucian B/aga'' Central University Library, Cluj- Napoca. Romania, especially around the library's periodical, the review Philobiblon. and on the basis of which recent 'projects " can also be conceived more consistently. (shrink)

Introducing the concept of Crisis Solution Marketing, this research explores how metaphor pre-packages information, proposing “solutions” to “problems” they discursively construct in the media. These conceptual frameworks are capable of influencing how readers perceive and interpret news events, ultimately influencing their behavior as consumers and the financial decisions they make. This article explores the relationship between editorial positioning and ideology in financial news and the types or ontologies of metaphors used to describe the nature of the stock market (...) via reporting on the stock market crash of 2008 in online news media. Results indicate a statistically significant preference for The New York Times and The Wall Street Journal, liberally positioned newspapers, for animate-biological metaphors which promote understanding of the stock market in terms of a living being that must be ‘nurtured’ through intervention as opposed to being ‘left alone’, which is more consistent with laissez-faire approaches to economic crisis scenarios. (shrink)

This paper reconstructs the ways in which metaphors are used in the text of “The Wealth of Nations”. Its claims are: a) metaphor statements are basically similar to those in the “Theory of the Moral Sentiments”; b) the metaphors’ ‘primary subjects’ refer to mechanics, hydraulics, blood circulation, agriculture, medicine; c) metaphors may be lumped together into a couple of families, the family of mechanical analogies, and that of iatro-political analogies. Further claims are: a basic physico-moral analogy is the framework (...) for Smith’s psychological theory as well as for his overall social theory and for his theory of market mechanisms; a iatro-mechanical analogy is as pervasive as the physico-moral analogy and provides the framework for his overall evolutionary theory of society; the invisible-hand simile relies on the physico-moral analogy, and elaborates on the role of vis attractiva and vis a tergo in mechanics. (shrink)

ABSTRACTThis article offers the first large-scale study of a multimodal corpus of 210 advertisements. First, the reader is presented with a description of the corpus in terms of the distribution of conceptual operations and use of modal cues. Subsequently, the weight of mode and marketing strategy to trigger more or less amounts of conceptual complexity is analyzed. This corpus-based survey is complemented with the qualitative analysis of three novel metaphor–metonymy interactions that stem from the data and that have not (...) yet been surveyed in multimodal use. The results show that metaphtonymy is the most frequet conceptual operation in the corpus; that there is a significant effect of the use of modes in the activation of different amounts of conceptual complexity; and that the type of advertised product and the marketing strategy has no significant effect on the number and complexity of conceptual mappings in the advert... (shrink)

Despite the importance of the interorganizational nature of the marketing research process, very little research has addressed how research organizations differ and how they affect each other in the conduct of ethical marketing research. The purpose of this study is to examine differences among three typical participants in the research process: corporate research departments, marketing research firms, and data subcontractors. These organizations were examined with respect to having and enforcing internal codes of conduct and the awareness and enforcement of external (...) codes of conduct. By exploring these differences, this study should help marketing researchers better understand the relationships among participants in the research process. Understanding these differences is the first step toward controlling the potential for ethical conflict among research participants. (shrink)

ABSTRACTThis paper explores specific forms that neoliberal discourse and culture in academia today take in the field of Israeli Middle Eastern and Islamic studies. The article applies various textual and contextual interrogation strategies to the language, narratives and the unsaid in interviews with leading scholars in the field, in order to construe what Fredric Jameson calls the ‘political unconscious,’ particularly that arising from the use of market as a conceptual metaphor. Contextualising this field of discourse within neoliberal academia, (...) I deconstruct the work ‘demand’ and ‘interest’ do, and highlight the dialectical dynamics of experts’ dependence on audience. I argue that, in this field, the economic discourse shelters Zionist logics, presuppositions and praxis, such as recruitment logics and fundraising practices that effectively address Jewish and Zionist students and donors. (shrink)

According to Margaret Gilbert’s collective epistemology, we should take attributions of beliefs to groups seriously, rather than metaphorically or as reducible to individual belief. I argue that, similarly, attributions of belief to markets ought to be taken seriously and not merely as reports of the average beliefs of market participants. While many of Gilbert’s purported examples of group belief are better thought of as instances of acceptance, some collectives, such as courts and markets, genuinely believe. Such collectives enact truth-aimed (...) processes that are beyond the control of any single individual. These processes produce beliefs that are distinct from any individual belief and do not merely report the “average” or “majority” view of the group. In the case of markets, beliefs are indicated by prices, though it is often difficult to infer beliefs from prices and those inferences are almost always uncertain. Reliabilism is the best available standard of justification for market beliefs. In some cases market beliefs are reliable and prove to be true. Thus, in some cases markets can know. (shrink)

According to Margaret Gilbert’s collective epistemology, we should take attributions of beliefs to groups seriously, rather than metaphorically or as reducible to individual belief. I argue that, similarly, attributions of belief to markets ought to be taken seriously and not merely as reports of the average beliefs of market participants. While many of Gilbert’s purported examples of group belief are better thought of as instances of acceptance, some collectives, such as courts and markets, genuinely believe. Such collectives enact truth-aimed (...) processes that are beyond the control of any single individual. These processes produce beliefs that are distinct from any individual belief and do not merely report the “average” or “majority” view of the group. In the case of markets, beliefs are indicated by prices, though it is often difficult to infer beliefs from prices and those inferences are almost always uncertain. Reliabilism is the best available standard of justification for market beliefs. In some cases market beliefs are reliable and prove to be true. Thus, in some cases markets can know. (shrink)

Despite the widely disseminated assumption that metaphors are the key persuasive devices in promoting tourist destinations, specifically those located in tropical regions, there has been to date no systematic research investigating the use of figurative language in tourism promotional discourse. Using a corpus-assisted approach to the identification and analysis of metaphors supported by Wmatrix, this study attempts to establish empirically whether promotion of destinations culturally and geographically faraway does deploy more metaphors than marketing of tourist places “closer” to home and (...) what kind of conceptual mappings and metaphorical expressions are utilized. The results point to a significant increase of metaphor use in the descriptions of tropical destinations. Five domains—“BODY,” “NATURAL PRECIOUS ELEMENT,” “COLOR,” “TASTE,” and “RELIGION”—prove especially productive. The combinations of metaphorical expressions from these domains generate sensory fusions that appeal to multiple senses at once including vision, taste and imagination, and in doing so, potentially increase the “appetite” for “consuming” a destination. They also perform ideological work as devices in discourse that clandestinely perpetuates colonial legacies. (shrink)

This article involves a qualitative research undertaken to elucidate how Ukraine’s European identity is constructed by Carl Bildt, Sweden’s Minister for Foreign Affairs. Specifically, the paper’s aim is to identify conceptual metaphors used by Carl Bildt in his political online discourse concerning Ukraine within the timeframe from 1 April 2013 until 1 April 2014. In addition to this objective, the article explores whether or not concepts SELF as the EU and OTHER as non-EU respectively are embedded in conceptual metaphors identified (...) in Bildt’s discoursal space involving Ukraine’s European identity. Results of the data analysis reveal several types of conceptual metaphors which are present in the corpus of Bildt’s online discourse involving Ukraine: “EU as a Path”, “EU as a Nurturant Parent”, “EU as a House”, “Ukraine’s Politics towards EU as a Stock Market Crash”, “Ukraine’s Path to EU as Poland’s EU Path” and “The EU Flag as a Symbol of the Better Future”, respectively. These conceptual metaphors seem to be exacerbated by the presence of the concept SELF. (shrink)

The neo-liberal upsurge of the last twenty years and the neo-liberal case against the welfare state has gained much of its emotional force from a sub-text which is highly gendered. Whereas social liberalism had contained the promise of more autonomy within the private sphere and more caring values in the public sphere, neo-liberalism depicts the results of social liberalism as a loss of self reliance – through ‘over-protection’ by the state in the public sphere and usurpation of male roles in (...) the private sphere. The identification of the welfare state as female (the ‘nanny state’) helps fuel resentment on the part of those already confused by rapidly changing gender roles. This paper tracks the sex change which took place in the image of the liberal state as it evolved out of the night watchman state – the link between the women's suffrage movement and social regulation, maternal principles of distribution and demands for the public organization of caring. It examines the neo-liberal rejection of the breast and neo-liberal claims that the maternal state is incompatible with ‘self-reliance’ and a barrier to competitiveness in the world market. (shrink)

This study concerns the distribution of metaphorical lexis in discrete syntactic constructions. Source and target seed language from established conceptual metaphors in economic discourse is used to catalogue the specific patterns of how metaphorical pairs align in five syntactic constructions: A-NP, N-N, NP-of-NP, V-NP, and X is Y. Utilizing the Corpus of Contemporary American English, the examination includes 12 frequent metaphorical target triggers combined with 84 source triggers to produce 2,016 ordered collocations, i.e. investment freeze and turbulent market. Through (...) detailed type and token counts, results confirm that source domains function as conceptual material used to structure the target domain and disproportionally fill syntactic positions associated with predication, Studies in cognitive corpus linguistics. Frankfurt: Peter Lang Publishers; Sullivan, Karen. 2013. Frames and constructions in metaphoric language. Amsterdam: John Benjamins Publishing). Given a lexeme’s origin – source or target – when used in source-target metaphors, syntactic alignment can be predicted, market climate is metaphorical, climate market is not. Exceptions to these strong tendencies are explained through genre-specific lexicalization processes in which predicate denoting terms like bubble establish themselves as domain modifiers in economic jargon. Through quantitative techniques to gage metaphorical conventionality and lexical versatility, corpus methodology is used to define and inform the value of frequency effects in cataloguing and understanding metaphorical lexicalization. (shrink)

Where we once spoke in military terms, we now often wield the language of the market: health care is a “product” and we are its “providers” and “consumers.” The market metaphor constrains in various ways our vision of the goals we pursue in making health policy, of the options available to us in pursuing them, indeed—because policy implies a certain view of moral agency—of the way we relate to each other.

My basic argument is that a computer cannot distinguish between metaphor and nonsense. This would be my new “Turing Test.” I was very fond of a particular Italian poem, but I was told by an Italian friend that it was a hackneyed poem of little worth. I then taught myself to experience the poem alternately, as real poetry and as the silly nonsense that my friend claimed it really was. Having done so, I realized that I could do the (...) same with any metaphor, such as “having a green thumb.” Thinking about the nature of this switch, from the literal to the metaphorical, I also realized that it was the sort of change that could not be prescribed or even described: this, the basic aesthetic gesture, remains beyond the boundary of logical definition. It then dawned on me that it might provide a test for the validity of a “Turing Test,” by any definition. Can a computer track a mind as it goes through this transformation? I could not envisage such a possibility. This would be a “Turing Test” based on the discipline of aesthetics rather than on technology. It may even be argued that the ability to experience metaphor is the very definition of the human. (shrink)

Uwa bu afia, “the world is a market-place,” is far more than an ordinary statement to be taken on its face value. It is fully loaded and tightly packed in meaning at its deeper layers. While analysis of lexical and syntactic meaning within such metaphorical expressions is necessary for a thorough understanding of the statements' multi-level meaning, the discourse and pragmatic aspects of their use bring heavy accretions to their meaning.Thus, by studying the way meaning inheres in the expression, (...) we are opening the way for incorporation of the world-view of a people in their use of language, since every language has a hidden code.Consequently, uwa bu afia, is a reminder that the world is not a permanent place of abode just as a market is not. It draws attention to the fact that the only permanent phenomenon is temporality. It is a warning against the mindless monuments which we erect as a consequence of insensitivity to our otherness. (shrink)

The ‘marketplace of ideas’ is an influential metaphor with widespread currency in debates about freedom of speech. We explore a number of ways competition between ideas might be described as occurring in a marketplace and find that none support the use of the metaphor. We suggest that an alternative metaphor, that of the ‘garden of ideas’, may offer more productive insights into issues surrounding the regulation of speech.

The process of lowering and removing barriers to the flow of ideas, people, capital, goods, and services at the global level has been presented by many liberal thinkers as a way of opening economies and societies. Neoclassical economists argue that markets, for instance, are potentially boundless: the less external constraints and restrictions, the more smoothly and efficiently they function. Trends toward increasing the intensity of exchanges at the supra-national level, conventionally called globalization, have had nonlinear dynamics. It has taken several (...) decades to regain the same ratio of exports to the world GDP as on the eve of World War.. (shrink)

Science-fiction (SF) has become a reference point in the discourse on the ethics and risks surrounding artificial intelligence (AI). Thus, AI in SF—science-fictional AI—is considered part of a larger corpus of ‘AI narratives’ that are analysed as shaping the fears and hopes of the technology. SF, however, is not a foresight or technology assessment, but tells dramas for a human audience. To make the drama work, AI is often portrayed as human-like or autonomous, regardless of the actual technological limitations. Taking (...) science-fictional AI too literally, and even applying it to science communication, paints a distorted image of the technology's current potential and distracts from the real-world implications and risks of AI. These risks are not about humanoid robots or conscious machines, but about the scoring, nudging, discrimination, exploitation, and surveillance of humans by AI technologies through governments and corporations. AI in SF, on the other hand, is a trope as part of a genre-specific mega-text that is better understood as a dramatic means and metaphor to reflect on the human condition and socio-political issues beyond technology. (shrink)

Adam Smith, in Wealth of Nations, used gravitation as a rhetorical metaphor and not in a formal philosophical sense, as used by Newton, Aristotle or Empedocles. Physical gravitational attraction is predictable, accurate and rule-bound; metaphoric gravity, as in relationships between natural and market prices, are neither strictly rule-based nor predictable. Market exchange relationships between independent people are subject to the vagaries of imperfect rhetorical persuasion....

This article discusses the topic of algorithmic personalization and the creation of the so-called “filter bubble” effect, which is often understood as one of the most problematic influences of artificial intelligence on democratic social order. The author suggests that focusing on the issue of information diversity, which had far-reaching effect on the empirical research that tried to quantitatively measure and systematically prove the existence of the filter bubbles, was the wrong starting point for the discussion on the application of algorithmic (...) personalization. It has drawn our attention away from the deeper issue: habit. Habitual adaptation of algorithmic personalization, namely, stands in essential contradiction to the ideal image of a non-adaptive public sphere, upon which democratic societies should be based. Focusing on habitual adaptation could also explain why users addictively stick to certain kinds of information, even if they are not caught in an isolated chamber. (shrink)

The proposal by Adam Smith that the market is a primal human reality has arguably been the most influential of the myths offered as a substitute for the authoritative story of Eden by the Enlightenment’s founding fathers. This essay examines how rival primal stories shape agents’ moral stances by directing attention, framing conceptual priorities and in situating stated and unstated analytical presuppositions in contemporary economic discourses. Contemporary scholars have recently emphasised that the root metaphor of Smith’s economic theory (...) is original barter. Tracing this scholarship, I will show how this picture of the human economic agent grounds the central tenets of the emerging global economic order. This vision will, however, then be shown to contrast with both the biblical vision of human economic activity, medieval and reformation theological appropriations of this vision, and the political and economic institutions that pre-modern Christendom developed to express their belief in a human responsibility to serve the divine sustenance of the human race. I will conclude by suggesting why the transition from Christendom to modern global capitalism demands a deeper than usual theological analysis of phenomena we usually refer to under the heading of globalisation, calling for reformulations of basic Christian and non-Christian presumptions about economic practice and ethics. (shrink)

This 1994 collection of interdisciplinary essays was the first to investigate how images in the history of the natural and physical sciences have been used to shape the history of economic thought. The contributors, historians of science and economics alike, document the extent to which scholars have drawn on physical and natural science to ground economic ideas and evaluate the role and importance of metaphors in the structure and content of economic thought. These range from Aristotle's discussion of the division (...) of labour, to Marshall's evocation of population biology, to Hayek's dependence upon evolutionary concepts, and more recently to neoclassical economists' invocation of chaos theory. Resort to such images, contributors find, was more than mere rhetorical flourish. Rather, appeals to natural and physical metaphors serve to constitute the very subject matter of the discipline and what might be accepted as the 'economic'. (shrink)

This paper describes a study conducted in collaboration with a marketing agency and a nonprofit organization providing regional sexual health services, which included advice on, and testing f...

we are called together in indianapolis, under the shadow of the poet Mari Evans, to reflect on the influence and constraints of place, and the transformative and liberatory power of imagination. In her essay, "Ethos and Creativity," Evans looks back on a lifetime spent in Indianapolis. She shares her experiences of uplifting and revelatory art performances, alongside a multitude of spirit-numbing indignities as a result of anti-black racism. The metaphor she chooses to elicit the experience of this racism is (...) that of steel thread encased in luxurious fabric. No matter the beauty and exhilaration of the city, its character has been shaped and framed by an inflexible cord that tethers it to a legacy of white supremacy... (shrink)

This paper explores the commodification of animals, beginning with Marx’s description of how value arises within a system of exchange. Drawing from Irigaray, I observe that value in animals is both arrived at through the use value of the animal as a commodity for human consumption and as a form of currency which serves a function in reproducing the value of the “human” itself. Extending this further, I reflect on Derrida’s discussion of the metaphor as a way to understand (...) the removal of the skin of the animal in order to produce value. As I argue, we find here a convergence of material and symbolic violence which produces value in a way which is distinct from other commodities, and participates in generating the “mirage” of human sovereignty over other animals. (shrink)

El gran edificio de la moral kantiana, construido sobre una sólida concepción de la naturaleza de lo ético, deja con todo un margen a la perplejidad: no acaba de convencer. Estudiadas las líneas maestras de su arquitectónica, la investigación que busca hallar la raíz de esta insatisfacción, termina por centrarse en el concepto kantiano de "razón práctica". En él se descubre el uso del modelo jurídico, que tiene como consecuencia una concepción de la ley moral que encaja más en el (...) orden del derecho que en el ético. (shrink)