scholarly journals Chinese Neologisms in the Field of Fandom: From a Rhetorical Perspective

2020 ◽  
Vol 2 (3) ◽  
pp. 1-13
Author(s):  
Aiqing Wang
Keyword(s):  
Recognition Memory ◽  
Conceptual Metaphor ◽  
Language Usage ◽  
Traditional Media ◽  
Visual Metaphors ◽  
Novel Approach ◽  
Transmission Direction

In this paper, I investigate Chinese neologisms in the field of fandom from a rhetorical perspective. Chinese fans either borrow existing expressions, sometimes Internet neologisms, and employ them in a novel approach, or create new expressions. Fandom neologisms may involve conceptual metaphor and conceptual metonymy. Metaphor can be categorised into playful metaphors and visual metaphors, the former of which may be concerning war, food or sex. Sex-related metaphors in fan neologisms are expressed via euphemismby means of alphabetic words, homophones and altered characters, owing to social taboo and Internet language usage regulation. In terms of fandom neologisms involving metonymy, they may be accompanied by nominalisation, verbification and hyperbole. Moreover, my observation indicates that Chinese fandom neologisms normally demonstrate semantic opaqueness, which I presume might be correlated with recognition memory. As a subcategory of Internet neologisms generated from networked grassroots communication,fandom neologisms demonstrate an upward transmission direction, as well as a potential to enter the mainstream lexicon by means of being cited by the traditional media.

scholarly journals Metaphors Instrumental in Achieving the Pragmatic Effect in Animal Rights Advertisements

2020 ◽  
Vol 18 (4) ◽  
pp. 441-451
Author(s):  
Ilze Oļehnoviča ◽  
Jeļena Tretjakova ◽  
Solveiga Liepa
Keyword(s):  
Animal Rights ◽  
Conceptual Metaphor ◽  
Visual Representation ◽  
Visual Metaphor ◽  
Rights Protection ◽  
Visual Metaphors ◽  
Linguistic Research ◽  
Source Field ◽  
Research Programmes ◽  
Metaphor Use

Metaphor can manifest itself in a variety of form including the visual one, which can be an extremely expressive means of communication. That is why visual metaphors are widely used by marketers and advertisers thus becoming a topical object of linguistic research programmes. The study of visual metaphor is tightly related to the study of conceptual metaphor as the target message delivered by a picture is derived from a certain source field that is employed for metaphorical representation. Another type of metaphor commonly used in visual representation is a multimodal metaphor. The present research dwells upon the study of metaphor use in animal rights protection advertisements. The hypothesis of the study is that visual metaphors present strong content that can activate emotions and contribute to the marketers’ desire to influence the audience.

Visual metaphor in extended conceptual metaphor theory

2020 ◽  
Vol 7 (1) ◽  
pp. 13-30
Author(s):  
Zoltán Kövecses
Keyword(s):  
Visual Experience ◽  
Conceptual Metaphor ◽  
Natural Scenes ◽  
Visual Metaphor ◽  
Conceptual Metaphor Theory ◽  
Visual Metaphors ◽  
Metaphor Theory ◽  
New Challenges ◽  
Processing Mechanisms ◽  
The Way

Abstract My goal in the paper is to examine a variety of visual experiences that appear to evoke visual metaphors. This is a range of experience types that extends from “sign-like” visual experiences to “non-sign-like” visual experiences. I propose that visual metaphors are evoked by paintings through winner’s podiums all the way to cityscapes and scenes in nature. The latter two (non-sign-like) cases, cityscapes and natural scenes, are not commonly subjected to serious examination from a CMT perspective. However, they provide us with new challenges in the study of visual metaphors, since they greatly extend the range of visual experience that might give rise to visual metaphors. I suggest, further, that the comprehension or interpretation of all of these visual experiences, including sign-like and non-sign-like alike, makes use of the same metaphorical processing mechanisms. The visual metaphors that are evoked by visual experiences can be based either on correlations or resemblance.

scholarly journals Cognitive Function of Conceptual Metaphors in “The Raw Shark Texts” by Steven Hall

2019 ◽  
pp. 58-71
Author(s):  
Aliona Matiychak
Keyword(s):  
Conceptual Metaphor ◽  
Memory Storage ◽  
Abstract Concepts ◽  
Conceptual Metaphors ◽  
Visual Metaphors ◽  
Narrative Structures ◽  
Dissociative Amnesia ◽  
On Line ◽  
Split Personality

From the perspective of modern cognitive science the conceptual metaphor reflects the mental aspect of cognition and creation of a new conception of the world. Therefore, numerous researchers in the area of conceptual metaphor explored it as the understanding of one conceptual domain in terms of another, paying little attention to the role of fiction diegesis. Thus, the objective of the article is to gain a better understanding of conceptual metaphor perception in the diegesis of Steven Hall's fiction. In “The Raw Shark Texts” the conceptual worldview helps the protagonist to recreate the chronicle of his self-identification after the posttraumatic loss of memory. Human knowledge, experience and communication as well as his individual mind, ideas and thoughts are perceived by the protagonist’s split personality as an aquatic space inhabited by conceptual fish. His fear of the conceptual shark, feeding on his memory, generates distinctive psychedelic hydro-text in the form of specific narrative structures. The state of fear also extends to increased human dependence on technology, digital databases (on-line memory storage and loss). The discreteness of narrative diegesis emphasizes the protagonist’s frustrations and is used by the author as a literary imitation of dissociative amnesia. Besides peculiar metaphorical expressions, in the author’s visual metaphors, owing to the simultaneous implementation of the first and second planes of the metaphor content, a third plane (a new reality) arises. Comprehension of conceptual metaphors as intimately interconnected in the narrative diegesis reveals the way of creating layered, intertwined conceptual reality exemplified by the First / the Second Eric Sanderson’s narrative structures. Consequently, metaphorical expressions and visual metaphors in Steven Hall's novel are merely a manifestation of the conceptual metaphors underlying them. Reproducing the features of perception mechanisms in their interaction with psychological, the author was able to catch the common between tangible things and abstract concepts, matter and idea, to compare the incomparable. This approach allows us to consider the conceptual metaphor as a structural component of meta-fiction and to emphasize the cognition specificity of metaphor in creation of new realities in it.

The Language of Freedom and Slavery in Tacitus’ Agricola

Mnemosyne ◽  
2017 ◽  
Vol 70 (5) ◽  
pp. 834-858
Author(s):  
Aske Damtoft Poulsen
Keyword(s):  
Conceptual Metaphor ◽  
Roman Domination ◽  
Novel Approach ◽  
Starting Point ◽  
George Lakoff ◽  
Object Of Study

AbstractTheAgricolahas long been a popular object of study for the connection that it makes between the British narrative of resistance against Roman domination and the Roman narrative of resistance against imperial domination. However, no agreement has been reached on the question of how exactly the two narratives ‘affect’ each other. Simultaneously, while it has often been remarked that Tacitus’ language is inherently metaphorical, there have been curiously few studies devoted to Tacitean metaphor. Based on the theory of conceptual metaphor promoted by George Lakoff, this article takes the metaphors of freedom and slavery that appear in theAgricolaas starting point for a re-evaluation of the connection between the two narratives. This novel approach to the text facilitates a deeper analysis of certain key passages of the text, and provides some much-needed nuance to the current scholarly debate.

An integrated study of visual metaphors in Chinese editorial cartoons

2019 ◽  
Vol 6 (2) ◽  
pp. 325-353
Author(s):  
Peipei Niu
Keyword(s):  
Critical Discourse Analysis ◽  
Conceptual Metaphor ◽  
Integrated Approach ◽  
Critical Discourse ◽  
Conceptual Metaphor Theory ◽  
Multimodal Analysis ◽  
Visual Metaphors ◽  
Editorial Cartoons ◽  
Metaphor Theory ◽  
Integrated Study

Abstract Conceptual metaphor theory highlights that metaphor is a matter of thinking. This assumption indicates that metaphors exist not only in language, but also in other modes. This study examines uses of visual and visual-verbal metaphors in 50 Chinese editorial cartoons conceptualizing serious haze problem, with the intention of eliciting implicit meaning conveyed by visual signs alone or together with verbal texts. Both conceptual and critical discourse analysis of the metaphors are conducted. The study finds that the way a metaphor is realized visually and verbally in a cartoon determines the features mapped onto the topic, and further implicitly expresses a critical stance toward the topic under discussion. The metaphors in the cartoons evoke a general understanding of haze problem by activating the war scenario and familiar cultural or social context in viewers. It is found in this corpus that visual fusion and visual replacement are the most frequent kinds of visual metaphors. The study further affirms that visual metaphors are better in conveying rich and implicit conceptual and affective meaning, and can be direct manifestation of the conceptual metaphor without the mediation of language. In sum the study suggests the need for an integrated approach to visual metaphoric representation in multimodal analysis.

Visualizing diversity: Data deficiencies and semiotic strategies

2020 ◽  
Author(s):  
John P. Wihbey ◽  
Sarah J. Jackson ◽  
Pedro M. Cruz ◽  
Brooke Foucault Welles
Keyword(s):  
Data Visualization ◽  
Historical Context ◽  
Population Data ◽  
Visual Metaphors ◽  
Novel Approach ◽  
The Us ◽  
Algorithmic Construction ◽  
Us Census ◽  
Us Immigration

This chapter explores the complicated dynamics that are inherent to the practice of data visualization involving issues of race and identity. We focus on data from the US Census and the profound questions that are raised as visual forms purport to represent groups. After reviewing historical context and related limitations and controversies, we present a project that explores a novel approach to visualizing US immigration patterns, an approach that relies on visual metaphors and algorithmic construction of visualization patterns based on massive sampling of Census microdata. The chapter suggests that the use of innovative expressive techniques to convey insights through poetic, and thus less literal, and limiting, forms is a way of grappling with underlying deficiencies in administrative population data.

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