The conceptual metaphor “THOUGHT IS FOOD” is exemplified in many verbal expressions. Nevertheless, how food metaphors are realized through the actual dining experience remains unexplored. Based on a food design event called EATAIPEI that took place in the London Design Festival in 2015, one aimed at promoting Taipei as World Design Capital 2016, this article analyzes how the multimodal metaphors of food were creatively represented and elaborated within it. This study proposes an analytical framework that combines insights from cognitive linguistics (...) with an intercultural performative view of food presentation and food metaphor. More specifically, it treats complex metaphors as resulting from the interactions of primary metaphors, proposition schemas and intercultural performance. The multimodal metaphors of food are complex metaphors composed of combined sets of primary metaphors, enriched by schema propositions and embedded within food performance. The experience of eating in the event reactivates the sensorimotor experiences that underpin the complex metaphors. (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)

This study analyzes metaphors in Taiwanese oracular poetry, known as tshiam-si, an Eastern genre written in Chinese and used in many temples in Taiwan. The genre consists of a set of poems representing a myriad of potential divine messages for problem-stricken individuals wanting to seek help from the Divine in the folk religious context. Collected from on-the-spot tshiam-si interpretations conducted in two temples in Taiwan, the data comprised five cases of tshiam-si interpretations. Building on several recent studies that advocate complementary (...) perspectives on metaphor, this article demonstrates how explanations of tshiam-si interpretations benefit from cognitive linguistic and relevance theoretic approaches to metaphors, and how the complementary approaches fit in well with some aspects of real-life tshiam-si interpretations. All in all, by attending to the conceptual, the sociocultural, and the pragmatic of tshiam-si metaphors, this study explores the dynamic coupling of metaphorical cognition and metaphorical communication. (shrink)

This study investigates the cognitive-pragmatic motivations for the emergence of a genre of health communication called Patient Decision Aid. It elucidates genre as struggle, i.e. how the emerging genre exemplifies various struggles on three strata: the difficulties facing patients, doctors, and health providers at practice level; the changes anticipated to take place at discourse level; and the tensions in the pragmatics-cognition-society nexus. Particularly illustrated here are five struggles that characterize changes or breakthroughs that PDAs are anticipated to make. It suggests (...) that the five struggles roughly correspond to five principles for genre theory proposed by Berkenkotter and Huckin, with some modification of the latter. It also illustrates that genre intervenes in the complexity between social issues and social cognition and that PDAs as a new genre involve restructuring, reshaping and redesigning the key discourse facets. Based on examples of Chinese-language PDAs officially released in Taiwan and on information from health professionals, policy makers, and PDA developers, this study contributes empirical evidence toward a better understanding of an emerging genre. (shrink)

This paper analyzes how space is metaphorized in some Chan poems, and it investigates how space metaphor contributes to Chan culture. It concentrates onorientational metaphors, metaphor associated with an upward or/and a downward orientation. Orientational metaphors tend to be grounded in dichotomized thought, e.g., “GOOD IS UP” vs. “BAD IS DOWN”, “DIVINE IS UP” vs. “MORTAL IS DOWN”, etc. This paper will demonstrate that in some Chan poems, orientational metaphors do not function this way. Instead, what is foregrounded is the (...) kind of spatial relationship created by opposite orientations, namely, the broad, ever-extending space. To demonstrate how this metaphorical understanding of space is achieved, this paper addresses three particular space-related issues: (1) how certain entities representing dimensional space serve to function as a cognitive metaphor that is common in Chan poetry as a genre; (2) how up-down orientations can interact and form a metaphorical pattern in a text; and (3) how spatial image schemas (e.g., VERTICALITY, NEAR-FAR, PATH, CENTER-PERIPHERY, CONTAINER, etc.) can be identified, interact with one another, and underpin the pattern of metaphor communicating the idea of that broad, ever-extending, imaginal space. All in all, this study aims to demonstrate how space metaphor, as a signifying force, functions in Chan poems and how suchmetaphor represents Chinese Chan culture. (shrink)

This study addresses Chinese discourse creativity in product discourse within Taiwan’s creative industries. Product discourse not merely introduces creative products but also does it creatively. Based on a corpus of 20 examples, this paper proposes the notion of creative force, a chain of acts contributing to discourse creativity, and argues that five types of acting work together in the design of creativity exemplified in such discourse. They are acts of telling or invoking a story, constructing identity and stance, making multiple (...) meanings, blending, and performing culture. This paper also investigates metapragmatic performance in relation to creative force, i.e., how creative discourse which performs creative force is made possible and acceptable in society. Three metapragmatic aspects are under scrutiny: shared knowledge, metalinguistic awareness, and indexicality. All in all, this study aims to further substantiate our understanding of creativity and discourse in pragmatic and metapragmatic terms. (shrink)