Communicating attitudes through metaphor
A case study of euro adoption
Metaphor analysis in real-world discourse is increasingly becoming the focus of many cognitive studies. Accordingly, this paper seeks to investigate how euro adoption in Lithuania in 2015 was metaphorically communicated by the media. The study is carried out within the framework of Critical Metaphor Analysis (CMA), which was developed by Charteris-Black (2005, 2011), Musolff (2008), Hart (2010). Thus, a three-step metaphor analysis procedure (Identified→ Interpreted→ Explained) was employed in order to analyze the attitude towards euro adoption presented in Lithuanian media. The findings show that the euro is most frequently conceptualized as a living organism with different scenarios (active agent and passive agent) being realized linguistically. In the final stage – explanation – metaphors were analyzed from a rhetorical perspective, which means that an attempt was made to look into how metaphors communicate positive or negative attitudes about euro adoption in the media. The results demonstrate that personification of the euro makes the idea of euro adoption more understandable, it activates a range of emotions and evaluates it. This leads to further insights about the way the media exercises its power in an attempt to persuade people and manipulate their attitudes, emotions and opinions.
Keywords: metaphor in media discourse, euro adoption, personification, communication of attitudes
Published online: 12 July 2019
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