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Metaphor and Gender in Business Media Discourse : A Critical Cognitive Study - Veronika Koller

Metaphor and Gender in Business Media Discourse

A Critical Cognitive Study

Hardcover Published: 25th May 2004
ISBN: 9781403932914
Number Of Pages: 244

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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.

'[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

List of Figuresp. viii
List of Tablesp. ix
Acknowledgementsp. x
List of Abbreviationsp. xi
Introduction: Masculinized Metaphorsp. 1
Theory: A Critical Cognitive Framework for Metaphor Researchp. 8
Classical cognitive metaphor theoryp. 9
Blending and neural theories of metaphorp. 11
Critical approaches to languagep. 15
An integrated approachp. 25
Method: Quantitative and Qualitative Analyses of Metaphorp. 43
Business Media on Marketing: Metaphors of War, Sports and Gamesp. 64
Quantitative analysisp. 65
Qualitative analysis of sample textsp. 78
Discussion: socio-cognitive impact and possible alternativesp. 104
Business Media on Mergers and Acquisitions: Metaphors of Evolutionary Strugglep. 114
Quantitative analysisp. 115
Qualitative analysis of sample textsp. 130
Discussion: socio-cognitive impact and possible alternativesp. 160
Conclusion: Gender-neutral Metaphorsp. 172
Corpus Datap. 179
Notesp. 219
Bibliographyp. 229
Indexp. 243
Table of Contents provided by Ingram. All Rights Reserved.

ISBN: 9781403932914
ISBN-10: 1403932913
Audience: Professional
Format: Hardcover
Language: English
Number Of Pages: 244
Published: 25th May 2004
Publisher: Palgrave USA
Country of Publication: US
Dimensions (cm): 21.6 x 14.0  x 1.75
Weight (kg): 0.48
Edition Number: 1