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

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

Hardcover

Business GeneralLinguisticsGeneral Sociology

ISBN10: 1403932913
ISBN13: 9781403932914
Publisher: Palgrave MacMillan
Published: May 25 2004
Pages: 244
Weight: 0.96
Height: 0.69 Width: 5.44 Depth: 8.90
Language: English
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.

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