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Palgrave Macmillan

Metaphor and Gender in Business Media Discourse

A Critical Cognitive Study

  • Book
  • © 2004

Overview

Authors:
  1. Veronika Koller
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Table of contents (6 chapters)

  1. Front Matter

    Pages i-xi
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  2. Introduction: Masculinized Metaphors

    • Veronika Koller
    Pages 1-7

  3. Theory: A Critical Cognitive Framework for Metaphor Research

    • Veronika Koller
    Pages 8-42

  4. Method: Quantitative and Qualitative Analyses of Metaphor

    • Veronika Koller
    Pages 43-63

  5. Business Media on Marketing: Metaphors of War, Sports and Games

    • Veronika Koller
    Pages 64-113

  6. Business Media on Mergers and Acquisitions: Metaphors of Evolutionary Struggle

    • Veronika Koller
    Pages 114-171

  7. Conclusion: Gender-neutral Metaphors

    • Veronika Koller
    Pages 172-178

  8. Back Matter

    Pages 179-244
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Keywords

About this book

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.

Reviews

'[This book] is an interesting and valuable contribution to the development of metaphor studies in various ways and may serve as a model for further work in these directions...a fine study which does not only provide interesting empirical results but may also be taken as a methodological and theoretical model for further work in the analysis of metaphor in discourse.' Cognitive Linguistics

About the author

VERONIKA KOLLER is Lecturer in English Language, Department of Linguistics and English Language, Lancaster University, UK. Her research focuses on cognitive semantics and critical discourse analysis, especially corporate discourse. Her current work addresses the cognitive structure of corporate brands as well as their communication and reception in discourse.

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