Metaphor and Gender in Business Media Discourse
A Critical Cognitive Study
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Beschreibung
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.
Autor*in
V. Koller
Themen in »Metaphor and Gender in Business Media Discourse«
bibliography corpus discourse discourse analysis gender knowledge marketing media metaphor sports
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'[This book] is an interesting and valuable contribution to the development of metaphor studies in various ways and may serve as a model for further work in these directions...a fine study which does not only provide interesting empirical results but may also be taken as a methodological and theoretical model for further work in the analysis of metaphor in discourse.' Cognitive Linguistics
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