scholarly journals Fight metaphors in Spain’s presidential speeches: J.L. Rodríguez Zapatero (2004-2007)

2009 ◽  
pp. 127 ◽  
Author(s):  
María Josefa Hellín García
Keyword(s):  
Political Ideology ◽  
Terrorist Attack ◽  
Political Agenda ◽  
Discursive Construction ◽  
Cognitive Approach ◽  
Conceptual Metaphor Theory ◽  
Metaphor Theory ◽  
Critical Metaphor Analysis ◽  
Political Speeches ◽  
Research Questions

This article investigates the metaphorical conceptualization of terrorism by president José Luis Rodríguez Zapatero, who came into power soon after the biggest terrorist attack in Spain on March 11th, 2004. Specifically, it examines how terrorism is conceptualized via metaphors through the notion of fight, and their conceptual implication in discourse. I will refer to these as Fight Metaphors. The research questions addressed are as follows: 1. What Fight Metaphors are used in the discursive construction of terrorism? 2. How do Fight Metaphors contribute to support Zapatero’s anti-terrorism political agenda? I follow a combination of a cognitive and a pragmatic approach from a corpus-based analysis perspective. The cognitive approach is based on Lakoff’s Conceptual Metaphor Theory (1993), and the pragmatic one is based on Charteris-Back’s Critical Metaphor Analysis (2004). The corpus of investigation comprises 58 Spanish political speeches over a three-year period (2004-2007). Findings reveal that Fight Metaphors constitute the pivotal node that simultaneously performs various functions at several levels: cognitive, rhetorical, and ideological in order to promote his anti-terrorism political ideology.

scholarly journals Beyond Predator and Prey: Figuring Corruption through Animal Metaphoric Scenarios in the Jordanian Context

2017 ◽  
Vol 7 (2) ◽  
pp. 110
Author(s):  
Mohammad Abedltif Albtoush ◽  
Sakina Suffian Sahuri
Keyword(s):  
Conceptual Metaphor ◽  
Pragmatic Approach ◽  
Metaphor Analysis ◽  
Cognitive Approach ◽  
Conceptual Metaphor Theory ◽  
Cultural Implications ◽  
Metaphor Theory ◽  
Critical Metaphor Analysis

Combining a cognitive approach based on Lakoff’s Conceptual Metaphor Theory and a pragmatic approach based on Critical Metaphor Analysis, this study investigates the use of ANIMAL metaphoric scenarios to figure corruption as a relationship between predators and prey and the cultural implications in the Jordanian context. It also seeks to identify the diverse functions performed by the use of ANIMAL metaphors. Data for the study consist of 10 excerpts taken from a satire-genre discourse “sawalief.com”. My argument is that all animal metaphors in the corpus promote the contrast between the ACTIVITY of corrupters and the PASSIVITY of the citizenry and that the goal of this rhetoric is to move the PASSIVE citizenry into ACTION by shaming them into fighting corruption. This is clearly illustrated through the use of two types of ANIMAL metaphoric scenarios: ACTIVE ANIMALS representing corrupters and politicians, and PASSIVE ANIMALS representing the citizens. In addition, the use of these metaphors performs diverse functions: ideological, cognitive, and rhetorical. 

World-switch and mind style in The Barracks: a cognitive approach to ideology

2021 ◽  
Vol 50 (1) ◽  
pp. 43-59
Author(s):  
Salvador Alarcón-Hermosilla
Keyword(s):  
Figurative Language ◽  
World View ◽  
Cognitive Grammar ◽  
Irish Society ◽  
Frame Semantics ◽  
Cognitive Approach ◽  
Conceptual Metaphor Theory ◽  
Minor Characters ◽  
Metaphor Theory ◽  
Linguistic Level

Abstract The aim of this paper is to take a close look at John McGahern’s mind style through the language of the heroine Elizabeth Reegan and other characters, in his 1963 novel The Barracks. Specifically, attention will be drawn to how the linguistic choices shape the figurative language to cast the author’s controversial views on the religion-pervaded puritan Irish society that he knew so well. This will be done from two different perspectives. One perspective is through the breast cancer afflicted heroine, who asserts herself as a free thinker and a woman of science, in a society where priests have a strong influence at all social levels, and most women settle for housekeeping. The other is also through Elizabeth, together with other minor characters, who dare question some of the basic well-established ideological assumptions, in a series of examples where the author skilfully raises two parallel dichotomies, namely, FAITH versus REASON, and DARKNESS versus LIGHT. At a linguistic level, the present analysis relies on precepts from Frame Semantics, Conceptual Metaphor Theory, and Cognitive Grammar. These insights prove a most useful method of approach to a narrative text while unearthing the author’s ideological world view.

scholarly journals A Cognitive Approach to EkeGusii Pop Songs

2018 ◽  
Vol 9 (3) ◽  
pp. 166
Author(s):  
Victor Ondara Ntabo ◽  
Moses Gatambuki Gathigia ◽  
Naom Moraa Nyarigoti
Keyword(s):  
Conceptual Metaphor ◽  
Review Of Literature ◽  
Cognitive Approach ◽  
Conceptual Metaphor Theory ◽  
Identification Procedure ◽  
Metaphor Theory ◽  
Great Chain Of Being ◽  
Folk Conception ◽  
Different Levels

A review of literature on pop songs reveals that composers use metaphors to communicate their feelings. In particular, the meaning of the metaphors in EkeGusii pop songs needs to be interpreted to reveal the message of the composers. The EkeGusii pop singer Christopher Mosioma’s (Embarambamba) songs have gained fame in Kenya because of their richness in the usage of metaphors. One of Christopher Mosioma’s songs, amasomo (education) which was launched in 2015 has gained acclaim from Kenyans. The song amasomo (education) is basically presented as a piece of advice to students to embrace education in order to optimally reap from its benefits. The study identified 10 metaphors in the song amasomo (education) through the Metaphor Identification Procedure Vrije Universiteit. In order to interpret the metaphors in the EkeGusii pop song amasomo (education), the Conceptual Metaphor Theory complemented by the folk conception of the generic Great Chain of Being Metaphor were employed. The study employed four coders (including the researchers) in the identification of the metaphors. The study found that, inter alia, animal, plant and object metaphors are used in the song amasomo (education). The study concludes that the metaphors in the EkeGusii pop songs belong inherently to different levels of the generic Great Chain of Being Metaphor.

A cognitive approach to early conservatism

2014 ◽  
Vol 13 (2) ◽  
pp. 234-254 ◽  
Author(s):  
Pascal Fischer
Keyword(s):  
French Revolution ◽  
The Political ◽  
Upward Movement ◽  
Downward Movement ◽  
Cognitive Approach ◽  
Conceptual Metaphor Theory ◽  
Content Type ◽  
Metaphor Theory ◽  
George Lakoff ◽  
The One

Conservatism is notoriously difficult to define. In the present study, conceptual metaphor theory is used to elucidate the nature of this ideology in its early phase when it emerged in England as a force struggling with the ideas of the French Revolution. It can be shown that conservative authors frequently do not conform to the pattern of orientational metaphors described by George Lakoff and Mark Johnson (1980), according to which “up” is usually regarded as positive and “down” as negative. Conservatives often associate their own ideas with depth or a downward movement, whereas the loathed ideas of the political opponents are related to height or an upward movement. This dichotomy is closely connected to the polarity between solidity, stability and weight on the one hand and gaseity, volatility and lightness on the other. The study bases its analysis on numerous political tracts, pamphlets, and novels from the 1790s and early 1800s.

scholarly journals Coping with Metaphor. A cognitive approach to translating metaphor

2017 ◽  
Vol 18 (35) ◽  
pp. 183
Author(s):  
Astrid Jensen
Keyword(s):  
Quantitative Analysis ◽  
Qualitative Analysis ◽  
Basic Assumption ◽  
Cognitive Approach ◽  
Conceptual Metaphor Theory ◽  
Translation Strategies ◽  
Young Professional ◽  
Extensive Training ◽  
Metaphor Theory ◽  
Linguistic Phenomenon

The present article focuses on the translation of metaphor by expert translators, young professional translators and non-professional translators. The approach adopted here treats translation of metaphor as a conceptual rather than a purely linguistic phenomenon, based on the framework sometimes referred to as conceptual metaphor theory (CMT), which is based on Lakoff & Johnson (1980) and Lakoff & Turner (1989). The basic assumption behind this study is that translating metaphor requires translator competence, which among other things entails an awareness of the duality of the metaphor as both a mental concept and linguistic expressions. It is further assumed that translation competence is developed through extensive training and translation experience. The study starts with a qualitative analysis of the metaphorical expressions and translation strategies in the sample texts, followed by a quantitative analysis whereby the frequencies of metaphor transference across languages and across groups are counted.

scholarly journals Figuring the Shame of Corruption in Jordanian Sociopolitical Discourse through a Range of Creative Metaphorical Scenarios

2017 ◽  
Vol 7 (3) ◽  
pp. 17
Author(s):  
Mohammad Abedltif Albtoush ◽  
Sakina Suffian Sahuri
Keyword(s):  
Abstract Concept ◽  
Pragmatic Approach ◽  
Main Research ◽  
Creative Power ◽  
Conceptual Domain ◽  
Cognitive Metaphor ◽  
Metaphor Theory ◽  
Critical Metaphor Analysis ◽  
Central Argument ◽  
Research Questions

Using the tenets of the Cognitive Metaphor Theory (CMT) and the pragmatic approach of the Critical Metaphor Analysis (CMA), this paper investigates a variety of novel metaphoric scenarios targeting the conceptualization of the abstract concept of corruption in Jordanian sociopolitical discourse. My central argument is that by employing a range of conceptual domains to elicit a strong visceral reaction in his readership, the columnist Ahmad Hasan Al-Zu’bi connects the conceptual domain of CORRUPTION back to the equally abstract (but also deeply felt) conceptual domain of SHAME as the embedded running theme in the data under investigation. Unlike the corresponding model, which is primarily concerned with mapping elements from the source domain onto the target counterpart, these scenarios provide us with mini-narratives or storylines, shedding more light on the concept of SHAME which is crystallized through the diverse source domains utilized in the columnist’s writings. The study is based on the analysis of 19 extracts taken from the writings of a popular Jordanian columnist Ahmad Hasan Al-Zu’bi in his well-known website Sawalief.com. Two main research questions are raised in this paper: 1. What types of creative metaphoric scenarios are used to frame the abstract target concept of corruption? 2. Why are these particular creative metaphors exploited in the conceptualization of the problem of corruption? Findings of the study reveal that the creative power of these metaphoric scenarios does highlight and connect back to a powerful and emotionally resonant emotion that is important in traditional Jordanian society: SHAME.                   

scholarly journals Metaphors in Political Discourse in Kenya: Unifying or Divisive?

2019 ◽  
Vol 9 (2) ◽  
pp. 62
Author(s):  
Raphael Francis Otieno
Keyword(s):  
Political Discourse ◽  
Target Domain ◽  
National Unity ◽  
Conceptual Metaphor Theory ◽  
Human Thought ◽  
Metaphor Theory ◽  
Thought Patterns ◽  
Critical Metaphor Analysis ◽  
Political Actions ◽  
Political Decisions

Metaphor has been viewed as a tool that is used in political discourse to structure human thought. In the structuring function of metaphor, it is assumed that there is a similarity between the source and the target domains. However, the similar structure in the target domain does not always exist before the metaphor is coined (Lakoff & Turner, 1989). Rather, the metaphor can create the similar structure in the target domain. The politicians’ reference to war, religion, business and animals among others, therefore, serves to structure and limit the thought of the electorates to view politics from certain perspectives. The basic argument in this study is, therefore, that metaphors are ingrained in our conceptual faculties and play a significant role in structuring our thought patterns in politics. The structuring through metaphor can, however, either be positive and/or negative. In other words, the structuring could either be unifying or divisive. As Rozina (2001:12) asserts, ‘…political discourse is primarily focused on persuading people to take specified political actions or to make crucial political decisions.’ Using the Conceptual Metaphor Theory (CMT) and Critical Metaphor Analysis (CMA), this study investigated the extent to which metaphors in political discourse in Kenya create, reflect or symbolize the values of national unity and inclusiveness enshrined in the Constitution of Kenya. The study found that both positive and negative axiological values are present in metaphors in political discourse in Kenya. However, the negative axiological value overrides the positive value.

scholarly journals METAPHORS OF LIFE INSURANCE AND HOME APPLIANCE ON YOUTUBE ADVERTISEMENTS VIDEOS

2017 ◽  
Vol 8 (2) ◽  
pp. 139
Author(s):  
Lilik Rochmah Agustina ◽  
Masriatus Solichah Solichah
Keyword(s):  
Life Insurance ◽  
Conceptual Metaphor ◽  
Target Domain ◽  
Conceptual Metaphor Theory ◽  
Source Domain ◽  
Metaphor Theory ◽  
Qualitative Descriptive ◽  
Home Appliance ◽  
Research Questions

Lilik Rochmah AgustinaMasriatus SholikhahSTKIP PGRI [email protected]@gmail.com   AbstractThe aim of this research is to explore metaphors in life insurance and home appliance on YouTube advertisements videos by employing pragmatics perspective. To accomplish the goal of the research, qualitative descriptive is employed to figure out of both two research questions. Furthermore, to know the kinds of metaphor, researchers work on theory proposed by Lakoff and Johnsen (2003) for fundamental metaphor theory, then, conceptual metaphor theory proposed by Kovecses (2010); and the last is pictorial metaphor theory proposed by Forceville (2002). At last, it can be seen that the type of metaphor are pictorial metaphor for SINAR MAS MSIG life insurance and LG home appliance advertisements. Further, in term of conceptual metaphor researchers found two type of metaphor; structural metaphor and ontological metaphor in Thai life insurance and Philips home appliance advertisements. As the closing, researchers figured out that among the four of life insurance and home appliance advertisements issued in YouTube apply the persuasive strategy to influence the audiences. These advertisements eventually are influential in inviting customers’ attention since the application of metaphors and persuasive strategies.Keywords: Metaphor, Source Domain, Target Domain, YouTube Advertisement Video, Persuasion   AbstrakPenelitian ini bertujuan untuk menyelidiki metaphor yang terdapat pada video iklan asuansi jiwa dan iklan perabot rumah tangga di laman Youtube melalui pendekatan Pragmatic. Untuk mencapai tujuan penelitian, pendekatan kualitatif diaplikasikan untuk menjawab dua permasalahan penelitian. Lebih lanjut, untuk mengetahui jenis metafor yang digunakan pada objek penelitian, peneliti menggunakan teori dari Lakoff dan Johnsen (2013) tentang Fundamental Metaphor, Conseptual Metaphor dari Kovecses (2010), dan teori Pictorial Metaphor dari Forceville (2002). Akhirnya, dapat diketahui bahwa jenis metaphor yang di temukan dalam empat iklan di laman Youtube adalah pada iklan asuransi jiwa Sinar Mas MISG life dan iklan perabot rumah tangga LG terdapat lebih dominan Pictorial Metaphor. Selain itu, pada iklan asuransi jiwa Thailand dan iklan lampu Philip cenderung menggunakan Conceptual Metaphor dengan temuan 2 sub jenis dominan yakni Structural Metaphor dan Ontoligical Metaphor. Sebagai penghujung temuan, peneliti menemukan fakta bahwa keempat iklan asuransi jiwa dan iklan perabot rumah tangga yang ditayangkan pada laman Youtube menggunakan beberapa jenis strategy persuasive untuk mempengaruhi khalayak. Secara jelas, iklan-iklan tersebut bersift persuasive dalam mengundang perhatian dan minat para konsumen dengan menggunakan unsur-unsur metafora dan strategi persuasif.     Kata kunci: metafora, domain sumber, domain target, video iklan mber, domain target, video iklan Youtube, persuasi.

The conceptual metaphor of joy

2019 ◽  
Vol 12 (1) ◽  
pp. 139-150
Author(s):  
Oana-Maria Păstae ◽  
Keyword(s):  
Cognitive Linguistics ◽  
Conceptual Metaphor ◽  
Cognitive Model ◽  
Conceptual System ◽  
Theoretical Frameworks ◽  
Cognitive Approach ◽  
Conceptual Metaphor Theory ◽  
Conceptual Metaphors ◽  
Basic Premise ◽  
Metaphor Theory

The purpose of this paper is to study how ‘joy’, an emotional concept, is metaphorised in English from a cognitive perspective. It introduces the theoretical framework of Cognitive Linguistics, then briefly touches upon the definition of metaphor, the different types of conceptual metaphors and, finally, the conceptual metaphors of ‘joy’. We think in metaphors, which we learn very early. Our conceptual system, in terms of what we both think and act, is fundamentally metaphorical in nature (Lakoff, & Johnson 2003: 8). Lakoff and Johnson’s book Metaphors we live by changed the way linguists thought about metaphor. Conceptual Metaphor Theory was one of the earliest theoretical frameworks identified as part of the cognitive semantics enterprise and provided much of the early theoretical impetus for the cognitive approach. The basic premise of Conceptual Metaphor Theory is that metaphor is not simply a stylistic feature of language, but that thought itself is fundamentally metaphorical in nature. The cognitive model of joy can be described using the example of Lakoff for anger: JOY IS A FLUID IN A CONTAINER: She was bursting with joy; JOY IS HEAT/FIRE: Fires of joy were kindled by the birth of her son; joy is a natural force: I was overwhelmed by joy; JOY IS A SOCIAL SUPERIOR: If I ruled the world by joy; JOY IS AN OPPONENT: She was seized by joy; joy is a captive animal: All joy broke loose as the kids opened their presents; JOY IS INSANITY: The crowd went crazy with joy; JOY IS A FORCE DISLOCATING THE SELF: He was beside himself with joy.

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