Metaphor and Gender in Business Media Discourse
A Critical Cognitive Study| By: | V. Koller |
| Publisher: | Springer Nature |
| Print ISBN: | 9780230217072 |
| eText ISBN: | 9780230511286 |
| Edition: | 0 |
| Copyright: | 2004 |
| Format: | Page Fidelity |
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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.