Metaphor and Gender in Business Med - E-book

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Metaphor And Gender In Business Media Discourse - ENG

A Critical Cognitive Study

V. Koller

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Sinopsis

ISBN:	9780230511286
Formato:	Page Fidelity
Idioma:	Inglés
Editorial:	Springer Nature
Tema:	Negocios y economía
Subtema:	Comunicación de negocios general
Año de publicación:	2004-05-25

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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