Metaphor And Gender In Business Media Discourse: A Critical Cognitive Study-..
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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.
| ISBN | 9780230217072 |
| Autor(a) | Koller, V. |
| Editora | Palgrave Macmillan |
| Ano de edição | 2004 |
| Páginas | 244 |
| Acabamento | Brochura |
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