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

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

    Posted By: Book-er
    Date: 20 Jan 2009 22:50:00
    Metaphor and Gender in Business Media Discourse: A Critical Cognitive Study

    Veronika Koller "Metaphor and Gender in Business Media Discourse: A Critical Cognitive Study"
    Palgrave Macmillan | 2004-09-04 | ISBN: 1403932913 | 256 pages | PDF | 1 MB


    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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