scholarly journals Assessing the Digital-Analogue Ideological Positioning of the Jubilee Coalition.

2021 ◽  
Vol 3 (1) ◽  
pp. 197-204
Author(s):  
Habakkuk Wanyonyi Nakiboli
Keyword(s):  
Critical Evaluation ◽  
Standard Group ◽  
Conceptual Metaphor Theory ◽  
The Public ◽  
Guiding Principle ◽  
Video Clips ◽  
Media Services ◽  
Metaphor Theory ◽  
Campaign Coverage ◽  
Interpretative Research

The objective of this study was to assess the digital-analogue ideological positioning of the jubilee coalition. Lakoff’s (1993) Conceptual Metaphor Theory was the guiding principle to this study for it hoists metaphor above its linguistic value to consider the conceptual property on which this study is founded. This study adopted an interpretative research design targeting all the telecast campaign coverage between 24th December 2012 and 1st March 2013. The video clips as well as the FGD participants were purposively sampled in terms of specific relevance to the objective of this study. The study made use of video method of data collection as well as FGDs. The video clips used in this study were sought from the mainstream TV channels namely Citizen TV of Royal Media Services (RMS), Kenya Television Network (KTN) of Standard Group (SG) and Nation Television (NTV) of Nation Media Group (NMG). The clips were transcribed and then interpreted for their conceptual relevance to the digital-analogue metaphor. This study established that the digital alagoue Metaphor summarized the ideological incline that characterised their campaign discourse which in turn accorded them a favourable attitude from the voter. It was clear that majority of the voters were influenced by the ideology pedalled in the digital-analogue narrative. The study recommended that there should be a critical evaluation of campaign discourse for the public to decide based on deliberative and substantive policies from those seeking elective positions.

scholarly journals GAFA speaks: metaphors in the promotion of cloud technology

2017 ◽  
Vol 73 (1) ◽  
pp. 160-180 ◽  
Author(s):  
Maria Lindh ◽  
Jan Michael Nolin
Keyword(s):  
Information Technology Industry ◽  
Critical Approach ◽  
Conceptual Metaphor Theory ◽  
Cloud Technology ◽  
Content Type ◽  
Video Clips ◽  
Technology Industry ◽  
Metaphor Theory ◽  
Object Of Study ◽  
Cloud Technologies

Purpose The purpose of this paper is to explore persuasive rhetoric by critically scrutinizing metaphorical devices utilized by leaders of the cloud industry. This paper introduces a critical approach to the promotion of cloud technology. Design/methodology/approach In total, 13 video clips from YouTube were analyzed, containing presentations and talks delivered by leaders of Google, Apple, Facebook and Amazon – four of the most influential companies within the information technology industry, sometimes referred to as GAFA. With the help of conceptual metaphor theory, often-repeated metaphors for cloud technologies reveal what properties were promoted and hidden. Findings GAFA mainly used the same persuasive metaphors to promote cloud computing’s positive aspects. Potentially negative or complex issues were mostly avoided. Cloud technology was uniformly described in metaphors of control, empowerment, transformation and automation. Implicitly, GAFA exerts power through the extensive dissemination of their metaphors and these are used in order to negotiate and overcome doubts about cloud computing and related technologies. Originality/value This is the first study aimed at understanding the persuasive rhetoric of GAFA, seen as a uniform object of study.

Metaphor and Irony in the Public Criminological Discourse of Lithuania

2018 ◽  
Vol 33 (2) ◽  
pp. 400-422
Author(s):  
Dalia Gedzevičienė
Keyword(s):  
Corpus Linguistics ◽  
Main Function ◽  
Social Functions ◽  
Conceptual Metaphor Theory ◽  
Social Phenomena ◽  
The Public ◽  
Discursive Strategies ◽  
Cross Domain ◽  
Metaphor Theory ◽  
Domain Mapping

This article discusses metaphor and irony as discursive strategies employed by the Lithuanian media while construing the imagery of crime, criminal, and criminality. The method applied to analyse metaphor and irony in Lithuanian criminological discourse combines the framework offered by conceptual metaphor theory with corpus linguistics. First of all, metaphorical and ironical expressions were inventoried, and then conceptual paradigms were reconstructed from them. The conceptual-level analysis revealed that the relations between the conceptual domains of metaphor and irony are processed by different types of mapping (similarity [metaphor] vs. dissimilarity [irony]). Despite differences in the processing of cross-domain mapping, metaphor and irony realised in public criminological discourse carry out the same or very similar rhetorical and social functions. The main function of these discursive strategies is the vivid expression of emotional attitudes and values directed at the criminal—the text adresser evaluates the criminal and crime negatively, dissociates from the offender, and isolates him symbolically from our community. In this way, the contemporary Lithuanian media constructs and shapes the community’s approach to particular social phenomena—crime, criminal, and criminality.

The ‘Open Door’: Metaphor and Promoting the Barnardo Brand

2016 ◽  
pp. 13-78
Author(s):  
Susan Ash
Keyword(s):  
Martin Heidegger ◽  
Public Perception ◽  
The State ◽  
Open Door ◽  
Conceptual Metaphor Theory ◽  
Institutional Processes ◽  
The Public ◽  
Metaphor Theory ◽  
The World ◽  
Christian Hospitality

This chapter introduces Barnardo’s use of metaphor, employing conceptual metaphor theory to explain how comparing an organization to an ‘open door’ inculcated the values of Christian hospitality in the public perception of Barnardo’s work: particularly inclusivity and unconditionality. It argues that the ‘open door’ metaphor worked to characterize Barnardo’s values and institutional processes in putative opposition to the state mechanisms dealing with destitute children, most notably the workhouse ‘solution’ that operated unproductively to demean children rather than train up new ‘citizens’. It draws on Derrida’s work on hospitality, as well as George Simmel and Martin Heidegger on liminality and dwelling. The chapter analyses a range of Barnardo’s recursive ‘hospitable’ practices, such as the annual teas and suppers for ‘waifs’ and ‘factory girls’. Such events doubled as charity mechanisms and promotional manoeuvres, since subsequent celebratory reports circulated in media around the world. It concludes by discussing how the ‘open door’ metaphor operates as a form of condensed narrative regarding Barnardo’s practice of child reform.

Dispositional Properties of Metaphor

2017 ◽  
Vol 38 (3) ◽  
pp. 175-188 ◽  
Author(s):  
Adam K. Fetterman ◽  
Brian P. Meier ◽  
Michael D. Robinson
Keyword(s):  
Positive Affect ◽  
Food Preferences ◽  
Self Control ◽  
Taste Preferences ◽  
Conceptual Metaphor Theory ◽  
Prosocial Motivation ◽  
Sweet Food ◽  
Metaphor Theory ◽  
Sweet Foods ◽  
Dispositional Properties

Abstract. Metaphors often characterize prosocial actions and people as sweet. Three studies sought to explore whether conceptual metaphors of this type can provide insights into the prosocial trait of agreeableness and into daily life prosociality. Study 1 (n = 698) examined relationships between agreeableness and food taste preferences. Studies 2 (n = 66) and 3 (n = 132) utilized daily diary protocols. In Study 1, more agreeable people liked sweet foods to a greater extent. In Study 2, greater sweet food preferences predicted a stronger positive relationship between daily prosocial behaviors and positive affect, a pattern consistent with prosocial motivation. Finally, Study 3 found that daily prosocial feelings and behaviors varied positively with sweet food consumption in a manner that could not be ascribed to positive affect or self-control. Altogether, the findings encourage further efforts to extend conceptual metaphor theory to the domain of personality processes, in part by building on balance-related ideas.

Metaphor of BPJS Kesehatan as a Sick Patient in Indonesian Media Headlines

2020 ◽  
Vol 3 (1) ◽  
pp. 10-21
Author(s):  
Muhammad Adam
Keyword(s):  
Qualitative Method ◽  
Conceptual Metaphor Theory ◽  
Financial Condition ◽  
Medical Supplies ◽  
Medical Terms ◽  
Sick Patient ◽  
Metaphor Theory ◽  
Media Outlet ◽  
The Government ◽  
Financial Subsidy

Indonesian health insurance (BPJS Kesehatan) has been facing financial deficit and during the coverage of its deficit, media frequently use many medical terms metaphor to describe the financial condition of BPJS Kesehatan. This study aims to examine the medical terms metaphor used to describe the financial deficit of BPJS Kesehatan to further identify the entailments and to pin point what is the cause of sickness and what could cure the sickness. Qualitative method is used in this study with conceptual metaphor theory (Lakoff and Johnson, 1980) as the conceptual framework. There 10 headlines from various online media outlet that are collected as the source of the data. The study examines the particular terms which described BPJS Kesehatan as a sick patient and further analysis is conducted to identify the closest entailments of metaphor, which are to identify who will be the doctor and what cause its sickness. The results shows that the particular conditions  as  metaphor used to describe the financial condition of BPJS Kesehatan is dying (sekarat), critical (kritis), swell (bengkak), and wound (luka).  From the analysis of entailments, the doctor is the government equipped with medical supplies and procedures to cure the patient which is the financial subsidy and the second entailment is the cause of the sickness which is the lack of awareness from the member to pay the premium regularly on time.

Metaphor, Cognition, Culture

2018 ◽  
Author(s):  
Zoltán Kövecses
Keyword(s):  
Conceptual Metaphor ◽  
The Other ◽  
Conceptual Metaphor Theory ◽  
Conceptual Metaphors ◽  
Culture And Cognition ◽  
Metaphor Theory ◽  
The One ◽  
Cultural Reality ◽  
Metaphor And Metonymy

The chapter reports on work concerned with the issue of how conceptual metaphor theory (CMT) functions as a link between culture and cognition. Three large areas are investigated to this effect. First, work on the interaction between conceptual metaphors, on the one hand, and folk and expert theories of emotion, on the other, is surveyed. Second, the issue of metaphorical universality and variation is addressed, together with that of the function of embodiment in metaphor. Third, a contextualist view of conceptual metaphors is proposed. The discussion of these issues leads to a new and integrated understanding of the role of metaphor and metonymy in creating cultural reality and that of metaphorical variation across and within cultures, as well as individuals.

scholarly journals Conceptualizations of the Heart in Jordanian Arabic: A Cognitive Perspective

2020 ◽  
Vol 12 (4) ◽  
pp. 65
Author(s):  
Omar Bani Mofarrej ◽  
Ghaleb Rabab'ah
Keyword(s):  
Human Body ◽  
Human Heart ◽  
Conceptual Metaphor ◽  
Cognitive Mechanisms ◽  
Conceptual Metaphor Theory ◽  
Cognitive Perspective ◽  
Jordanian Arabic ◽  
Metaphor Theory ◽  
Idiomatic Expressions ◽  
Levantine Arabic

The present paper examines the metaphorical and metonymical conceptualizations of the heart in Jordanian Arabic (JA) within the framework of Conceptual Metaphor Theory developed by Lakoff and Johnson (1980). The main aim is to explore how the human heart is conceptualized in JA, and to test the applicability of the different general cognitive mechanisms proposed by Niemeier (2003 and 2008) to those found in JA. The data were extracted from Idioms and Idiomatic Expressions in Levantine Arabic: Jordanian Dialect (Alzoubi, 2020), and other resources including articles, dissertations and books of Arabic proverbs. The findings revealed that all the four general cognitive mechanisms suggested by Niemeier (2003 and 2008) are applicable to JA. The findings also showed that the similarity derives from the universal aspects of the human body, which lends tremendous support to the embodiment hypothesis proposed by cognitive linguists. 

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.

Metaphor Research and the Hebrew Bible

2021 ◽  
Vol 19 (3) ◽  
pp. 235-285
Author(s):  
Mason D. Lancaster
Keyword(s):  
Hebrew Bible ◽  
Conceptual Metaphor ◽  
Future Research ◽  
Conceptual Metaphor Theory ◽  
Current Trends ◽  
Metaphor Theory ◽  
Recent Developments

This article provides an overview of metaphor theories and research on their own terms, as well as their use in Hebrew Bible (HB) studies. Though metaphor studies in the HB have become increasingly popular, they often draw upon a limited or dated subset of metaphor scholarship. The first half of this article surveys a wide variety of metaphor scholarship from the humanities (philosophical, poetic, rhetorical) and the sciences (e.g., conceptual metaphor theory), beginning with Aristotle but focusing on more recent developments. The second half overviews studies of metaphor in the HB since 1980, surveying works focused on theory and method; works focused on specific biblical books or metaphor domains; and finally noting current trends and suggesting areas for future research.

scholarly journals Beauty And The Beast From A Cognitive Linguistic Perspective: Animal Metaphors For Women In Serbian And Romanian

2014 ◽  
Vol 13 (1) ◽  
pp. 163-178 ◽  
Author(s):  
ANNAMARIA KILYENI ◽  
NADEŽDA SILAŠKI
Keyword(s):  
Conceptual Metaphor ◽  
Physical Appearance ◽  
Linguistic Analysis ◽  
Character Traits ◽  
Conceptual Metaphor Theory ◽  
Beauty And The Beast ◽  
Cognitive Linguistic ◽  
Metaphor Theory

Abstract Under the theoretical wing of Conceptual Metaphor Theory, we present a contrastive cognitive and linguistic analysis of the women are animals metaphor as used in Romanian and Serbian. Our main aim is to establish whether the names of the same animals are used in the two languages to conceptualise women and their various characteristics (particularly physical appearance and character traits), or alternatively, whether the two languages exhibit any linguistic or conceptual differences in this regard.

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