Metaphor and Gender in Business Media

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.

Veronika Koller is Assistant Professor at Vienna University of Economics and Business Administration.

List of Figures

viii

List of Tables

ix

Acknowledgements

x

List of Abbreviations

xi

1 Introduction: Masculinized Metaphors

1

(7)

2 Theory: A Critical Cognitive Framework for Metaphor Research

8

(35)

2.1 Classical cognitive metaphor theory

9

(2)

2.2 Blending and neural theories of metaphor

11

(4)

2.3 Critical approaches to language

15

(10)

2.4 An integrated approach

25

(18)

3 Method: Quantitative and Qualitative Analyses of Metaphor

43

(21)

4 Business Media on Marketing: Metaphors of War, Sports and Games

64

(50)

4.1 Quantitative analysis

65

(13)

4.2 Qualitative analysis of sample texts

78

(26)

4.3 Discussion: socio-cognitive impact and possible alternatives

104

(10)

5 Business Media on Mergers and Acquisitions: Metaphors of Evolutionary Struggle

114

(58)

5.1 Quantitative analysis

115

(15)

5.2 Qualitative analysis of sample texts

130

(30)

5.3 Discussion: socio-cognitive impact and possible alternatives

160

(12)

6 Conclusion: Gender-neutral Metaphors

172

(7)

Appendix: Corpus Data

179

(40)

Notes

219

(10)

Bibliography

229

(14)

Index

243

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Metaphor and Gender in Business Media Discourse A Critical Cognitive Study

Summary

Author Biography

Table of Contents

Supplemental Materials