Metaphor and Gender in Business Media Discourse: A Critical Cognitive Study

Koller, V.

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.

Details

Published by: Palgrave Macmillan

Publication Date: 2004-05-25

Format: Paperback

ISBN-13: 9780230217072

DOI: 10.1057/9780230511286

Dimensions: 216cm x140cm

Pages: 244