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  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Metaphor and Gender in Business Media Discourse: A Critical Cognitive Study

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

Koller, V.

Paperback

Business GeneralLinguisticsGeneral Sociology

ISBN10: 0230217079
ISBN13: 9780230217072
Publisher: Palgrave MacMillan
Published: May 25 2004
Pages: 244
Weight: 0.67
Height: 0.55 Width: 5.50 Depth: 8.50
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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