Metaphor and Gender in Business Media Discourse

A Critical Cognitive Study
2004
ISBN: 978-0-230-21707-2
Verlag: Palgrave Macmillan

Buch, Englisch, 244 Seiten, Format (B × H): 140 mm x 216 mm, Gewicht: 332 g

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.

Zielgruppe

Research

Autoren/Hrsg.

Koller, V.

Inhaltsverzeichnis

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

Über Autor(innen)

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.