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Metaphor and Gender in Business Media Discourse: A Critical Cognitive Study illustrated edition Edition 4.0%OFF

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

by Veronika Koller

  • ISBN

    :  

    9781403932914

  • Publisher

    :  

    Palgrave Macmillan

  • Subject

    :  

    Business & Management

  • Binding

    :  

    Hardcover

  • Year

    :  

    2004

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11942.0

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11464.0

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  • Description

    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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