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

✍ Scribed by Veronika Koller (auth.)

• Publisher: Palgrave Macmillan UK
• Year: 2004
• Tongue: English
• Leaves: 256
• Edition: 1
• Category: Library

✦ Synopsis

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.

✦ Table of Contents

Front Matter....Pages i-xi
Introduction: Masculinized Metaphors....Pages 1-7
Theory: A Critical Cognitive Framework for Metaphor Research....Pages 8-42
Method: Quantitative and Qualitative Analyses of Metaphor....Pages 43-63
Business Media on Marketing: Metaphors of War, Sports and Games....Pages 64-113
Business Media on Mergers and Acquisitions: Metaphors of Evolutionary Struggle....Pages 114-171
Conclusion: Gender-neutral Metaphors....Pages 172-178
Back Matter....Pages 179-244

✦ Subjects

Sociolinguistics; Language Teaching; Communication Studies; Corporate Communication/Public Relations