Metaphor and Gender in Business Media Discourse
Download or Read eBook Metaphor and Gender in Business Media Discourse PDF written by V. Koller and published by Springer. This book was released on 2004-05-25 with total page 256 pages. Available in PDF, EPUB and Kindle.
| Author | : V. Koller |
| Publisher | : Springer |
| Total Pages | : 256 |
| Release | : 2004-05-25 |
| ISBN-10 | : 9780230511286 |
| ISBN-13 | : 0230511287 |
| Rating | : 4/5 (86 Downloads) |
Book Synopsis Metaphor and Gender in Business Media Discourse by : V. Koller
Book excerpt: 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.
