This new study reconciles cognitive metaphor theory with Critical Discourse Analysis to offer a fresh approach to the study of metaphor. In applying this framework to a substantial corpus of texts from business magazines, the author shows how metaphors of war, sports and evolutionary struggle are used to construct business as a masculinized social domain. In view of the subtle but pervasive socio-cognitive impact of these metaphors, the study raises the question of possible alternatives and the scope for change in business media discourse.
Autorentext
VERONIKA KOLLER is Lecturer in English Language, Department of Linguistics and English Language, Lancaster University, UK. Her research focuses on cognitive semantics and critical discourse analysis, especially corporate discourse. Her current work addresses the cognitive structure of corporate brands as well as their communication and reception in discourse.
Zusammenfassung
'Corporate marriages', 'hostile takeovers' and 'the race for market domination' - this book looks at the metaphors used in business magazines and discusses their impact on readers' cognition and business as a social practice. Koller gives particular attention to the gendered nature of such metaphors and what they could ultimately mean for women in business. In doing so, the book uses a corpus of authentic data. Quantitative analysis of a large collection of articles and qualitative investigations into a number of sample texts present the reader with the cognitive and discursive underpinnings of business magazine texts.Koller's theoretical approach reconciles cognitive linguistics with critical approaches to language and discourse, and thus combines two important and much debated areas into an integrated research agenda. Of interest to students, researchers and practitioners of media discourse.
Inhalt
List of Tables and Figures Acknowledgements List of Abbreviations Introduction: Masculinized Metaphors Theory: A Critical Cognitive Framework for Metaphor Research Method: Quantitative and Qualitative Analyses of Metaphor Business Media on Marketing: Metaphors of War, Sports and Games Business Media on Mergers and Acquisitions: Metaphors of Evolutionary Struggle Conclusion: Gender-neutral Metaphors Appendix: Corpus Data Notes Bibliography Index