The use of words to label concepts is a weak point in CMT but one which is little discussed. This article considers the relative merits of image and writing as semiotic modes for identifying conceptual metaphor domains and whether image can offer an alternative to target is source formulae. It reports on an experiment in which MA translation students draw composite drawings to represent orientational metaphoric aspects of a UK government press release. Conventional metaphoric language deriving from the orientational metaphors, (...) especially good is up/bad is down, plays a significant role across this text, forming a “metaphor chain” pattern. The drawings and post-task interviews with the participants reveal details of the internal structure of the source domain up and how it is conceptualized. Particularly of note is the strong horizontal forward aspect of orientation which emerges when the written text is represented pictorially. The article demonstrates how drawing can be used as a tool in metaphor-led discourse analysis. (shrink)

On 12 March 2020, the Norwegian government instigated measures to limit the spread of COVID-19, the most drastic policies of any Norwegian government in peacetime. A particularly Norwegian metaphor used when introducing those measures concerned the “dugnad” tradition, a cultural practice of voluntary work carried out as a community. This article traces the trajectory of dugnad metaphors related to COVID-19 in Norwegian public discourse, to shed light on the aptness of their use. Aptness is measured in terms of “resonance,” the (...) public reception to the metaphor. It follows a threefold categorization: imposition, endorsement, or resistance, all of which are divided into inductively developed subcategories. The data consists of all relevant concordances of the lexeme DUGNAD appearing from March 2020-June 2021 in one of the three largest Norwegian national online newspapers. Findings indicate that the imposition of the dugnad struck a chord with the Norwegian people; supportive statements far outweighed those of opposition and continued throughout the investigated period, even though national government officials mostly stopped using the dugnad metaphor after May 2020. Resistance was nevertheless also present from the outset, reaching a renewed peak around March 2021. Aptness thus varies over time, a finding with implications for future pandemic communication. (shrink)

The qualitative nature of co-deployed or “associated” metaphorical source domains in discourse has been extensively researched, often in terms of whether they share common conceptual roots. There are however few empirical studies on the strength of these associations and their implications. In mental healthcare activities like psychological interviews and counseling, for example, strongly associated sources may suggest unique “conceptual assemblages” that highlight underexplored (dis)similarities between clients or client groups, beyond the typical focus on isolated sources and frequencies. Our case study (...) compares source domain associations produced by two interviewee groups – one meeting the diagnostic threshold for acute stress disorder (ASD), the other not – relating their first-hand experiences of traumatic events during the 2019 Hong Kong social unrest. The machine learning method of association rule mining is used to extract and quantify the top association rules in both groups. Results show i) a shared rule suggesting a highly schematic construal of trauma that nevertheless varies in instantiating details, and ii) several distinct rules that corroborates and lends further insight into the “agentive vs. non-agentive” characteristics exhibited by ASD vs. non-ASD individuals. Implications and future directions, including potential extensions to other discourse contexts, are discussed. (shrink)

This study investigates how COVID-19 advice is creatively delivered in a one-minute video produced by the Taiwan Centers for Disease Control in February 2022. It examines metaphors in verbal, visual, and multimodal modes, and illustrates how such metaphors interact with multimodal narrativity. Drawing on the insights of studies on multimodal metaphors, this paper seeks to identify which are the most pervasive metaphors or what dominant metaphor, if any, is used in the video. It finds that the metaphorical mappings between coping (...) with the covid pandemic and handling olympic weightlifting are represented across modes and that the creative delivery of COVID-19 advice is woven from a warp of metaphors in various modes and a weft of narrativity across modes. Such metaphorical creativity is underpinned by the semiotic flow that features four interconnected configurations: moving between metaphorization, literalization, and re-metaphorization; somehow blurring the source-target boundary; expanding the range of functions that the multimodal representation can serve; and initiating a metaphorical thought from one or more contextual factors. (shrink)

There is an irony in that, the modern empirical and scientific study of metaphor, as arguably the major form of figurativity, arose in part from a realization that metaphor resides in territories s...

Research on metaphor has over the past decades increasingly been extended to its visual and multimodal varieties. While analysts of verbal metaphors are helped by the fact that languages have grammars and vocabularies, researchers of visual and multimodal metaphors need to rely on other methods for identification and interpretation. One approach that claims to have developed a robust method for analyzing metaphor in moving images is FILMIP, which has hitherto focused on the specific genre of commercials. In this paper it (...) is argued that there are serious problems with FILMIP. First, the theoretical basis of FILMIP and two empirical studies drawing on it are discussed. Subsequently, its limited use for analyzing metaphors in the genre of feature films is demonstrated on the basis of four case studies. The paper ends with sketching some general advice pertaining to researching metaphor in film, and provides a cautious alternative to FILMIP. (shrink)

The expression of physical motion (the spider crawls across the net) and metaphorical motion (the fear crawls across her heart) shows strong inter-typological differences between language types (German, an S-language vs. Spanish, a V-language) and more subtle intra-typological differences within a language type (German vs. Polish, both S-languages). However, we know relatively less about the extension of these patterns to translated texts. In this study, we focused on physical and metaphorical motion descriptions in written texts in original language and their (...) translations to a language that belongs to the same or a different typological group, to determine whether motion expression in translated texts shows the same patterns of inter-typological and intra-typological variability as it does in original texts. We investigated this question by extracting 450 physical motion (150/language) and 450 metaphorical motion (150/language) descriptions from novels originally written in German, Polish, or Spanish and their translations to typologically different (i.e. inter-typological; German to Spanish, Spanish to German) or typologically similar (i.e. intra-typological; German to Polish, Polish to German) languages. Our results provided evidence for similar patterns of strong inter-typological and more subtle intra-typological variability in translations akin to those observed in original texts – with translated texts largely following the patterns of the target language in their expression of physical and metaphorical motion. Our results also highlighted specificity of event expression in a language as an important factor in the attainment of target language patterns in translated texts. (shrink)

Metaphors can provide a conceptual framework for understanding complex topics and as such, they have frequently been used in COVID-19 discourse. As previous research indicates that conceptual metaphors can influence how people reason about complex topics, the metaphors used to communicate about the pandemic can influence how it is understood and how people respond. This paper investigates the influence of metaphorical framing on emotions and reasoning. An experimental study compares BATTLE and JOURNEY metaphor frames in a hypothetical text (adapted from (...) previous studies) about the pandemic. Our aim is to examine the influence of these frames on readers’ affective state, inferences about the attitudes of others and suggestions to stop the virus from spreading. The results suggest that compared to JOURNEY metaphors, BATTLE metaphors can negatively influence affective state and may influence people to suggest more restrictive solutions to reduce the spread of the virus. Yet, metaphors were not found to influence reasoning about the attitudes of others. We interpret these results in relation to previous studies, suggesting that metaphors may influence emotions and reasoning in some ways only. The results have implications for public communication surrounding the pandemic. Limitations and avenues for future research are discussed. (shrink)

Over the last two decades, studies on visual metaphor processing have gained increasing attention. The present paper is a review of the book entitled Visual Metaphors and Aesthetics: A Formalist Th...