The present paper, adopting some of the tools offered by Cognitive Linguistics, namely the mechanisms of conceptual metaphor and metonymy, is a qualitative study of a sociolinguistic nature. Its overall purpose is an attempt at exhibiting a paradigm shift in the representation of women in Anglo-American proverbs. Combining the potential of the cross-fertilisation between Cognitive Linguistics and paremiological studies, the study appertains to the sense-threads embedded in the figurative language of proverbs, with the main focus on a cognitive semantic analysis (...) of selected Anglo-American paremias directed towards women and animals. The main goal of the research is the juxtaposition of the meaning coded in two proverbs of traditional status, as representatives of a larger group of paremiological units (i.e. A woman, a cat, and a chimney should never leave the house; A whistling girl and a crowing hen always come to no good end), reflecting the deep-rooted gender-biased ideology in patriarchal Anglo-American society, with the content of the selected anti-proverb (i.e. The early bird gets up to serve his wife breakfast in bed) and a contemporary proverb (i.e. A woman without a man is like a fish without a bicycle), serving as sample evidence of the heralds of a paradigm shift in the issue of gender stereotyping stored in paremiological wisdom. The paper shows that the motivation behind the use of the analysed proverbs is to be accounted for by reference to the mechanism of metaphor-metonymy interaction, while the rise of new gender-related proverbs can be regarded as a sign of socio-cultural changes. Specifically, through the medium of modern paremiology, asymmetrical representation of male and female gender, coupled with traditional masculine and feminine characteristics as well as social roles, appears if not endangered then, at least, to be taking a promising path. (shrink)

As a part of religious discourse, Christian sermons are a “…persuasive discourse par excellence”. This is more pronounced in the Christian Prosperity Gospel, a system of thought and belief in which preachers The word preacher and speaker are used interchangeably in this paper. attempt to convince audiences to donate to their churches with the expectation that God will reward them with health and wealth. Previous research shows that the use of metaphors and metonymies pervade CPG sermons but an explanation on (...) the mechanisms through which they persuade is rarer. With this in mind and viewing CPG sermons from their persuasive angle; this paper sets out to investigate how metaphors and metonymies are used for persuasion purposes in televised sermons presented in the Gĩkũyũ language Gĩkũyũ is the language of the Agĩkũyũ who are largely found in central Kenya as well as in some other parts of the country. It is a Bantu language classified as a Zone E language by Guthrie. According to the 2019, Population and Housing Census, the gĩkũyũ is the largest tribe in Kenya at 8,148,668 individuals. The community has dominated in televangelism but the position is changing due to the proliferation of many vernacular television stations.. The data is drawn from authentic televised sermons. The findings indicate that metaphors and metonymies engender persuasion in sermons by affecting the perceived altruism and trustworthiness of a speaker in a sermon. This is done by means of manipulating various forms of distance suggested in the Media Proximization Approach. Metaphor is found to affect the axiological, epistemic, temporal and emotional distances while metonymy affects the axiological and spatial distances to activate certain pragmatic presuppositions which make them persuasive in a covert way. (shrink)

The Pātañjalayogaśāstra concludes with a description of the pinnacle of yoga practice: a state of samādhi called dharmamegha, cloud of dharma. Yet despite the structural importance of dharmamegha in the soteriology of Pātañjala yoga, the śāstra itself does not say much about this term. Where we do find dharmamegha discussed, however, is in Buddhist yogācāra, and more broadly in early Mahāyāna soteriology, where it represents the apex of attainment and the superlative statehood of a bodhisattva. Given the relative paucity of (...) Brahmanical mentions of dharmamegha in the early common era, Patañjali appears to adopt this key metaphor from a Mahāyāna context—and to revise its primary meaning from fullness to emptiness. This article traces the early elaborations of dharmamegha in Buddhist texts, and, drawing on conceptual metaphor theory, lays out four arguments that each, in part, accounts for the stark contrast in how classical yoga and yogācāra employ the superlative metaphor of dharmamegha. (shrink)

This article discusses how the study of metaphoric and more generally, figurative language use contributes to critical discourse analysis. It shows how cognitive linguists’ recognition of metaphor as a fundamental means of concept- and argument-building can add to CDA's account of meaning constitution in the social context. It then discusses discrepancies between the early model of conceptual metaphor theory and empirical data and argues that discursive-pragmatic factors as well as sociolinguistic variation have to be taken into account in order to (...) make cognitive analyses more empirically and socially relevant. In conclusion, we sketch a modified cognitive approach informed by Relevance Theory within CDA. (shrink)

The framework of cognitive linguistics can be an efficient tool to represent the conceptual scope of meaning extension in reduced lexicons of pidgins and creoles. Image-schema based metaphors (Lakoff, 1993; Cienki, 1998) underlie the usage of English straight and its Tok Pisin counterpart stret, but the creole employs the concept in more contexts than English. The resultant variation in the scope of metaphor takes the form of a particular source domain being used to conceptualize more target domains than in the (...) lexifier language. Functioning mainly as a compensation strategy, the variation is the effect of strong influence of English on the conceptual system of the creole. (shrink)

The aim of the paper is to determine how metaphors tackle the probable nature of information and uncertainty in the structure of the communication process. Since the cognitive theory of conceptual metaphors holds that metaphoric thinking and doing are unavoidable, they are employed often in explaining the communicating domains. The metaphorical conceptualizing is recognized in Shannon and Weaver’s Mathematical Theory of Communication where such abstract concepts as freedom of choice, choosing probabilities, and uncertainty ware conceived in that way. It is (...) described in accord with Reddy’s conduit metaphor and Ritchie’s toolmakers paradigm. In the paper the issue of both the advantages and disadvantages of metaphors is considered: mainly, how they can explain and predict ways in which people communicate their expectations or uncertainties as well as, more practically, how the probable/informational metaphors enable the management of knowledge in libraries or databases. (shrink)

With the entry of several Eastern European nations into the European Union, a ‘third’ space has developed in the discourse for nations perceived as not fully integrated ‘inside’ the EU system. This article investigates the construction of this ‘third space’ in the resultant ‘moral panic’ about undesired immigration from other EU countries and its potential drain on the social services of the United Kingdom and links it to Euroskeptic discourse in British media. The article uses construal operations from cognitive linguistics (...) combined with critical discourse studies as a way of denaturalizing the discourse in online comments that focus on the Bulgarian/romanian immigration issue which we then connect to anti-Roma discourse. Results reveal a view of the United Kingdom as contaminated by Roma and underscore the need for novel metaphors to be countered before they become entrenched and used as tools for political propaganda. (shrink)

Gender and advertising research have often centered on gender stereotypes, most of which emphasize the representation of women as ‘sex objects'. The representation of men in sexual stereotypes are often not dealt with, even though an increasing number of advertisements are now showing men as sex objects. In its contribution to gender, language and advertising research, this study looks at how men are represented in sexual stereotypes in Ghanaian radio commercials. Using a Feminist Critical Discursive Approach, six adverts on products (...) for sexual potency are examined. Through the analyses of various linguistic forms, the results show that ‘manliness’ is equated with sexual power, and this is a reproduction of the traditional male power stereotype, that is, the expectation that men are to be powerful. However, this power is subverted since it needs the ‘approval’ of women, thereby representing women as equally powerful. (shrink)

Paulina Sliwa (2015) argues that knowing why p is necessary and sufficient for understanding why p. She tries to rebut recent attacks against the necessity and sufficiency claims, and explains the gradability of understanding why in terms of knowledge. I argue that her attempts do not succeed, but I indicate more promising ways to defend reductionism about understanding why throughout the discussion.