Metaphor and Gender in Business Media Discourse A Critical Cognitive Study

by Koller, Veronika

• ISBN13: 9781403932914
• ISBN10: 1403932913
• Format: Hardcover
• Copyright: 2004-09-04
• Publisher: Palgrave Macmillan

Summary

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.

Author Biography

Veronika Koller is Assistant Professor at Vienna University of Economics and Business Administration.

Table of Contents

List of Figures	viii
List of Tables	ix
Acknowledgements	x
List of Abbreviations	xi
1 Introduction: Masculinized Metaphors	1	(7)
2 Theory: A Critical Cognitive Framework for Metaphor Research	8	(35)
2.1 Classical cognitive metaphor theory	9	(2)
2.2 Blending and neural theories of metaphor	11	(4)
2.3 Critical approaches to language	15	(10)
2.4 An integrated approach	25	(18)
3 Method: Quantitative and Qualitative Analyses of Metaphor	43	(21)
4 Business Media on Marketing: Metaphors of War, Sports and Games	64	(50)
4.1 Quantitative analysis	65	(13)
4.2 Qualitative analysis of sample texts	78	(26)
4.3 Discussion: socio-cognitive impact and possible alternatives	104	(10)
5 Business Media on Mergers and Acquisitions: Metaphors of Evolutionary Struggle	114	(58)
5.1 Quantitative analysis	115	(15)
5.2 Qualitative analysis of sample texts	130	(30)
5.3 Discussion: socio-cognitive impact and possible alternatives	160	(12)
6 Conclusion: Gender-neutral Metaphors	172	(7)
Appendix: Corpus Data	179	(40)
Notes	219	(10)
Bibliography	229	(14)
Index	243