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RaAM 9 Abstract: Of Doves and Cocks: Collective Negotiation of a Metaphoric Seduction

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zanaflex on sale actonel 150 mg droga raia link buy altace online flomax 350 mg granulado Given how long I’ve been studying metaphor (at least since 1991 when I first encountered Lakoff and Johnson’s work and full on since 2000) it is amazing that I have yet to attend a RaAM (Researching and Applying Metaphor) conference. I had an abstract accepted to one of the previous RaAMs but couldn’t go. This time, I’ve had an abstract accepted and wild horses won’t keep me away (even though it is expensive since no one is sponsoring my going). The abstract that got accepted is about a small piece of research that I conceived back in 2004, wrote up in a blog post in 2006, was supposed to talk about at a conference in 2011 and finally will get to present this July at RaAM 9).

Unlike most academic endeavours, this one needs to come with a parental warning. The materials described contains profane sexual and scatological imagery as employed for the purposes of satire. But I think it makes a really important point that I don’t see people making as a matter of course in the metaphor studies literature. I argue that metaphors can be incredibly powerful and seductive but that they are also routinely deconstructed and negotiated. They are not something that just happens to us. They are opportunistic and random just as much as they are systematic and fundamental to our cognition. Much of the current metaphor studies is still fighting the battle against the view that metaphors are mere peripheral adornments on the literal. And to be sure the “just a metaphor” label is still to be seen in popular discourse today. But it has now been over 40 years since this fight has been intellectually won. So we need to focus on the broader questions about the complexities of the role metaphor plays in social cognition. And my contribution to RaAM hopes to point in that direction.

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Of Doves and Cocks: Collective Negotiation of a Metaphoric Seduction

In this contribution, I propose to investigate metaphoric cognition as an extended discursive and social phenomenon that is the cornerstone of our ability to understand and negotiate issues of public importance. Since Lakoff and Johnson’s groundbreaking study, research in linguistics, cognitive psychology, as well as discourse studies, has tended to view metaphor as a purely unconscious phenomenon that is outside of a normal speaker’s ability to manipulate. However important this view of metaphor and cognition may be, it tells only a part of the story. An equally important and surprisingly frequent is the ability of metaphor to enter into collective (meta)cognition through extended discourse in which acceptable cross-domain mappings are negotiated.
I will provide an example of a particular metaphorical framing and the metacognitive framework it engendered that made it possible for extended discourse to develop. This metaphor, a leitmotif in the ‘Team America’ film satire, mapped the physiological and phraseological properties of taboo body parts onto geopolitical issues of war in such a way that made it possible for participants in the subsequent discourse to simultaneously be seduced by the power of the metaphor and empowered to engage in talk about cognition, text and context as exemplified by statements such as: “It sounds quite weird out of context, but the paragraph about dicks, pussies and assholes was the craziest analogy I’ve ever heard, mainly because it actually made sense.” I will demonstrate how this example is typical rather than aberrant of metaphor in discourse and discuss the limits of a purely cognitive approach to metaphor.
Following Talmy, I will argue that significant elements of metaphoric cognition are available to speakers’ introspection and thus available for public negotiation. However, this does not preclude for the sheer power of the metaphor to have an impact on both cognition and discourse. I will argue that as a result of the strength of this one metaphor, the balance of the discussion of this highly satirical film was shifted in support of military interventionism as evidenced by the subsequent popular commentary. By mapping political and gender concepts on the basic structural inevitability of human sexual anatomy reinforced by idiomatic mappings between taboo words and moral concepts, the metaphor makes further negotiation virtually impossible within its own parameters. Thus an individual speaker may be simultaneously seduced and empowered by a particular metaphorical mapping.
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What it’s all About

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Rendering of human brain.
Image via Wikipedia
Metaphors are not just something extra we use when we’re feeling poetic or at a loss for le mot juste, they are all over our minds, texts and conversations. Just like conjunctions, tenses or word. And just like anything else, they can be used for good or ill, on purpose or without conscious regard. Their meanings can be exposed, explored and exorcised. They can be brought from the dead by fresh perspectives or trodden into the ground by frequent use. They may bring us into the very heights of ecstasy or they may pass by unnoticed. They elluminate and obscure, lead and mislead, bring life and death. They can be too constrained or they can taken too far. They can be wrong and they can be right. And they can be hacked.

Hacking metaphors means taking them apart seeing how they work and putting them back together in a creative and useful way. People hack metaphors all the time without realizing what they’re doing and often getting into trouble by not recognizing that this is what they’re doing.  Paying a bit more attention to how metaphors work and how they can made work differently can make their hacking an easier process.

Oh, and …

Metaphor doesn’t really exist as a separate clearly delineated concept. It is really only one expression of a more general cognitive faculty I call conceptual framing. Depending on who you ask, it is different from or the same as simileanalogyallegory and closely related or in opposition to metonymysynechdoche, irony, and a host of other tropes. On this site, these distinctions don’t matter. All of the above rely on the same conceptual structures and metaphor is just as good a label as any for them.

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