Article outline

• 9.1How and why meanings change
  • 9.1.1Movement from pragmatics towards semantics
  • 9.1.2Metaphor and metonymy as well-worn pragmatic pathways
• 9.2Relevance theory
  • 9.2.1What is relevance? contextual effects and processing effort
  • 9.2.2Relevance Theory, metaphor and metonymy
• 9.3Genre -relevance approach to metaphor and metonymy
  • 9.3.1Situating relevance in social and cultural contexts
  • 9.3.2Integrating Relevance Theory, schema theory and genre theory
  • 9.3.3Genre theory: Field, tenor and mode
  • 9.3.4Metonymy and metaphor in different genres
    • 9.3.4.1Risk, genre and metaphor/metonymy
    • 9.3.4.2Field and metonymic/metaphoric use and interpretation
    • 9.3.4.3Tenor, cultivating intimacy and conversational metaphor/metonymy
    • 9.3.4.4Tenor and emotional expression/suppression in different genres
      • Conversation
      • Poetry
      • Advertising
      • Public and political speech
      • Conversation, news and dysphemism, hyperbole and humour
    • 9.3.4.5Mode, textual purposes and metaphor/metonymy
    • 9.3.4.6Processing effort, cost and processing time
• 9.4Summary of the importance of Genre-Relevance
• Notes