219-7677
10
7500817
John Benjamins Publishing Company
Marketing Department / Karin Plijnaar, Pieter Lamers
onix@benjamins.nl
201705011131
ONIX title feed
eng
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EUR
281016623
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JB
John Benjamins Publishing Company
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Pragmatics & Beyond New Series
262
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Exploring Discourse Strategies in Social and Cognitive Interaction
Multimodal and cross-linguistic perspectives
01
pbns.262
01
https://benjamins.com
02
https://benjamins.com/catalog/pbns.262
1
B01
Manuela Romano
Romano, Manuela
Manuela
Romano
Universidad Autónoma de Madrid
2
B01
Maria Dolores Porto
Porto, Maria Dolores
Maria Dolores
Porto
Universidad de Alcalá
01
eng
305
vi
299
LAN009000
v.2006
CFG
2
24
JB Subject Scheme
LIN.COGN
Cognition and language
24
JB Subject Scheme
LIN.COGPSY
Cognitive linguistics
24
JB Subject Scheme
LIN.DISC
Discourse studies
24
JB Subject Scheme
LIN.BIL
Multilingualism
24
JB Subject Scheme
LIN.PRAG
Pragmatics
24
JB Subject Scheme
LIN.SOCIO
Sociolinguistics and Dialectology
06
01
This volume offers readers interested in Discourse Analysis and/or Socio-Cognitive models of language a closer view of the relationship between discourse, cognition and society by disclosing how the cognitive mechanisms of discourse processing depend on shared knowledge and situated cognition. An inter- and multidisciplinary approach is proposed that combines theories and methodologies coming from Conceptual Metaphor Theory, Multimodal Metaphor Theory, Critical Discourse Analysis, Narratology, Systemic Functional Linguistics, Appraisal Theory, together with the most recent developments of Socio-Cognitive Linguistics, for the analysis of real communicative events, which range from TV reality shows, commercials, digital stories or political debates, to technical texts, architectural memorials, newspapers and autobiographical narratives. Still, several key notions are recurrent in all contributions <i>-embodiment</i>, <i>multimodality</i>, <i>conceptual integration</i>, <i>metaphor</i>, and <i>creativity-</i> as the fundamental constituents of discourse processing. It is only through this wide-ranging epistemological and empirical approach that the complexity of discourse strategies in real contexts, i.e. human communication, can be fully comprehended, and that discourse analysis and cognitive linguistics can be brought closer together.
05
This book provides unprecedented coverage of a range of topics at the interface between discourse studies and cognitive linguistics. A wide range of research methods are covered in the various chapters, and there is some ground-breaking research in here. A must-read for researchers and students.
Jeanette Littlemore, University of Birmingham
05
The findings presented in this volume enable us to realize the cross-disciplinary interface of cognitive linguistics and discourse analysis and the relationships among discourse structures, cognitive structures and society. They can also help us understand the importance of shared knowledge and situated cognition. Therefore, this volume is a good reference for readers who are interested in discourse analysis, multimodality, evaluation and the socio-cognitive approach to language.
Xinzhang Yang, Xiamen University, in Discourse Studies Vol. 19.4 (2017)
05
This book successfully explores a dynamic range of discourse strategies, demonstrating how real socio-cultural interactions affect discourse. Anyone interested in how discourse shapes society and cognition would find the contents in this volume advantageous to their learning.
Judith Bridges, University of South Florida, on Linguist List 28.2463 (2 June 2017)
05
Human beings—seamlessly mental, social, and cultural—deploy various strategies to construct meaning. This interesting book starts there, studies authentic participants actually communicating, and offers valuable applications of cognitive science within the fields of semiotics and discourse studies.
Mark Turner, Case Western Reserve University
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Introduction
10
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1
17
17
Article
2
01
Discourse, cognition and society
1
A01
Manuela Romano
Romano, Manuela
Manuela
Romano
University Autónoma de Madrid
2
A01
Maria Dolores Porto
Porto, Maria Dolores
Maria Dolores
Porto
University of Alcalá
10
01
JB code
pbns.262.s2
Section header
3
01
Part I. Socio-cognitive approach to discourse
10
01
JB code
pbns.262.02ber
21
38
18
Article
4
01
From butchers and surgeons to the linguistic method
On language and cognition as supraindividual phenomena
1
A01
Enrique Bernárdez
Bernárdez, Enrique
Enrique
Bernárdez
University Complutense de Madrid
20
abyssal thinking
20
blending
20
cognitive linguistics
20
linguistic method
20
metaphor
20
socio-historic cognition
01
The study of metaphors and blends deals frequently with isolated, acontextualised examples from the English language. Through them certain cognitive processes are said to be identified and such processes are allegedly of universal value and characteristic of the human mind at large. This chapter first examines a well-known metaphor or blend, This surgeon is a butcher! and argues that the analyses based on “solipsistic” individual cases are principally incorrect. A brief review of the need to take into account the aspects left out in mainstream Cognitive Linguistics leads to the identification of a number of methodological flaws in the standard procedures and to the necessary changes to be made.
10
01
JB code
pbns.262.03zen
39
77
39
Article
5
01
Individual differences and in situ identity marking
Colloquial Belgian Dutch in the reality TV show "Expeditie Robinson”
1
A01
Eline Zenner
Zenner, Eline
Eline
Zenner
University of Leuven
2
A01
Gitte Kristiansen
Kristiansen, Gitte
Gitte
Kristiansen
University Complutense de Madrid
3
A01
Dirk Geeraerts
Geeraerts, Dirk
Dirk
Geeraerts
University of Leuven
20
Colloquial Belgian Dutch
20
individual language use
20
personal pronouns
20
reality TV
20
word-final t-deletion
01
Over the past decades, sociolinguists and Cognitive Linguists have shifted their attention to individual differences and intra-speaker variation (Hernández-­Campoy & Cutillas-Espinosa 2013; Barlow 2013). This chapter aims to add to this trend by conducting a bottom-up analysis of the speech of participants in the Dutch reality TV show “Expeditie Robinson”. We build quantitative profiles tracking participants’ use of two features of Colloquial Belgian Dutch (CBD): the personal pronoun gij ‘jou’ (vs. standard jij) and word-final t-deletion. We compare participants’ style-shifts in these profiles, focusing on register differences (contrasting informal and formal speech) and differences in group make-up (i.c. the absence/presence of Netherlandic Dutch participants – who typically do not use CBD). The most outspoken differences between the participants are found for group accommodation in the use of gij. Interestingly, the different levels of accommodation can be linked to the degree of strategic planning and voting of individual participants.
10
01
JB code
pbns.262.04soa
79
108
30
Article
6
01
The persuasive (and manipulative) power of metaphor in ‘austerity’ discourse
The
persuasive (and manipulative) power of metaphor in ‘austerity’ discourse
A corpus-based analysis of embodied and moral metaphors of austerity in the Portuguese press
1
A01
Augusto Soares da Silva
Soares da Silva, Augusto
Augusto
Soares da Silva
Catholic University of Portugal
20
Cognitive Linguistics
20
conceptual metaphor
20
corpus-based analysis
20
Critical Discourse Analysis
20
embodiment
20
ideology
20
morality
20
persuasion
20
political and economic discourse
20
situatedness
01
This chapter analyses the persuasive power of metaphors used in the Portuguese press to justify the implementation of harsh austerity policies. The analysis relies on a corpus of news and opinion articles published in June-July 2011, after the entry of the Troika, and May 2013, when protests against the austerity policies intensified. The study adopts a socio-cognitive view of language following the promising convergence between Cognitive Linguistics and Critical Discourse Analysis, and the corpus-based and critical discourse-based approach to conceptual metaphor. Using the target-domain method for corpus-based metaphor identification, 1,151 austerity-related metaphorical expressions associated with eight target lexemes were gathered, which include great chain of being, image schemas, and event/action metaphors. The analysis reveals the persuasive and manipulative force of certain specific metaphors, such as obesity/diet, indebted family, good student, and sacrifice. These socially-embodied metaphors are grounding in moral cultural models and serve ideological, emotional and moral purposes.
10
01
JB code
pbns.262.s3
Section header
7
01
Part II. Discourse strategies in multimodal communication
10
01
JB code
pbns.262.05mol
111
135
25
Article
8
01
The construction of meaning in multimodal discourse
The
construction of meaning in multimodal discourse
A digital story as a case study
1
A01
Silvia Molina Plaza
Molina Plaza, Silvia
Silvia
Molina Plaza
Technical University of Madrid
2
A01
Isabel Alonso Belmonte
Alonso Belmonte, Isabel
Isabel
Alonso Belmonte
20
digital story
20
discourse strategies
20
functional-cognitive approach
20
multimodality
01
This chapter’s main goal is to shed light onto the most characteristic meaning making processes in digital storytelling by thoroughly analyzing a single digital narrative from a functional-cognitive perspective. This mixed approach for a case study allows the analysts to unveil the macro and micro discourse strategies and the cognitive processes developed by both the narrator and the audience to produce and interpret the multiple meanings conveyed by the different modes in a digital story. We believe findings presented here can be of interest for discourse analysts, cognitivists and researchers working in multimodality.
10
01
JB code
pbns.262.06hid
137
158
22
Article
9
01
Multimodal metaphor, narrativity and creativity in TV cosmetics ads
1
A01
Laura Hidalgo-Downing
Hidalgo-Downing, Laura
Laura
Hidalgo-Downing
University Autónoma de Madrid
2
A01
Maria-Ángeles Martínez
Martínez, Maria-Ángeles
Maria-Ángeles
Martínez
University Complutense de Madrid
3
A01
Blanca Kraljevic Mujic
Kraljevic Mujic, Blanca
Blanca
Kraljevic Mujic
University Rey Juan Carlos
20
creativity
20
image and music
20
multimodal metaphor
20
narrativity
20
TV advertising
01
The present article explores the interaction between multimodality and narrativity as a discourse strategy which promotes creativity as a socio-cognitive process in British TV cosmetics ads. Multimodal TV ads narratives are structured visually and aurally by means of the extended metaphors light is good and harmonious music is good, as well as other multisemiotic features. Two narrative patterns are examined: in the first type, story ending coincides with narrative ending; this is illustrated by two ads with specific metaphors which set out the problem to which the product provides a solution. In the second type, illustrated by two hair products ads, story ending coincides with narrative beginning, and displays multimodal metaphors which enhance the positive attributes of the product.
10
01
JB code
pbns.262.07fab
159
183
25
Article
10
01
Multimodal discourses of collective memory
1
A01
Malgorzata Fabiszak
Fabiszak, Malgorzata
Malgorzata
Fabiszak
Adam Mickiewicz University
20
critical discourse analysis
20
memorials
20
multimodal schemas and metaphors
01
The aim of this paper is to analyze the interaction of the visual and the verbal layers of the memorials in the former extermination sites in Poland (cf. Young 1993). Two of the selected memorials were designed and erected in the 1960s (Chełmno nad Nerem and Majdanek) while the other two (Bełżec and Radegast) in the 2000s. The four case studies use the analytic categories of image schemata and metaphoric and metonymic extension in the analysis of the memorial landscape and critical discourse analysis in the analysis of the verbal layer. Memorials are memory carriers which have been constructed to facilitate rituals of commemoration designed to strengthen the in-group ties and collective identity. They thus become the potential vehicle of ideology of the period in which they were created. The analysis of the verbal and visual elements of the representation show how the change in the dominant discourse affected the design of the memorials, as well as how the traumatic landscape, in which these memorials are erected, motivated their imagery.
10
01
JB code
pbns.262.s4
Section header
11
01
Part III. Cross-linguistic (English – Spanish) perspectives
10
01
JB code
pbns.262.08rol
187
213
27
Article
12
01
Exploring specific differences
A cross-linguistic study of English and Spanish civil engineering metaphors
1
A01
Ana Maria Roldan Riejos
Roldan Riejos, Ana Maria
Ana Maria
Roldan Riejos
Universidad Politécnica de Madrid
20
cross-linguistic study
20
engineering communication
20
linguistic/visual metaphor and metonymy
20
technical language analysis
01
This chapter provides a cross-linguistic and multimodal study of some civil engineering zoomorphic metaphors in English and Spanish within a socio-cognitive and multimodal approach. This study thus aims to examine the interaction of multimodal (linguistic and visual) metaphoric and metonymic mappings (Forceville 2009, 2010) in some civil engineering zoomorphic examples. Principles from discourse analysis are applied (Semino 2008; Deignan 2005) by using contextualized and corpora-driven data. The results reveal lop-sided layers of metaphoricity merged with interacting metonymic patterns. In the cross-­linguistic analysis, significant variations appear between English and Spanish which may respond to lexical aspects of meaning construction patterns as well as sociocultural differences (Kövecses 2008).
10
01
JB code
pbns.262.09die
215
244
30
Article
13
01
The use of metaphor and evaluation as discourse strategies in pre-electoral debates
The
use of metaphor and evaluation as discourse strategies in pre-electoral debates
Just about winning votes
1
A01
Mercedes Díez Prados
Díez Prados, Mercedes
Mercedes
Díez Prados
University of Alcalá
20
Appraisal Theory
20
argumentative strategies
20
Critical Discourse Analysis
20
cross-cultural
20
evaluation
20
metaphor
20
persuasion
20
political discourse
20
pre-electoral debate
01
The present chapter analyzes metaphor use in a Spanish pre-electoral debate and its interplay with evaluation. The metaphorical expressions found are cross-­culturally contrasted with those from a previous study for English (Neagu 2013) to verify to what extent they are equivalent in English and Spanish and whether similarities are influenced by ideological factors. Furthermore, the evaluative overload of metaphors in the Spanish debate is explored by confronting them with the evaluative devices encountered in the same text after the application of Hunston’s (2000) evaluation model and Martin and White’s (2005) Appraisal Theory. Results show that, although cross-cultural expression of metaphors differs at times, all politicians use them to win election, rather than due to ideological reasons. Moreover, metaphor and evaluation are often realized by the same linguistic expressions.
10
01
JB code
pbns.262.10lug
245
272
28
Article
14
01
A text-world account of temporal world-building strategies in Spanish and English
A
text-world account of temporal world-building strategies in Spanish and English
1
A01
Jane Lugea
Lugea, Jane
Jane
Lugea
University of Huddersfield
20
corpus
20
dialect
20
English
20
frog stories
20
Spanish
20
spoken narrative
20
temporality
20
tense
20
Text World Theory
01
Text World Theory (Werth 1999; Gavins 2007) is a cognitive stylistic model that aims to describe how discourse participants create a mental representation of language in use. First designed for the analysis of individual texts, this chapter demonstrates how it can also be used in the cross-linguistic analysis of narrative strategies. This chapter is based on a wider research project which applied Text World Theory to a comparable corpus of ‘frog story’ narratives revealing differences between the ways in which Spanish and English speakers construct the ‘same’ narrative text-world. The focus here is on the narrators’ temporal world-­building strategies only, as choices in tense were fundamental in laying the foundations for other world-building strategies. The results reveal interesting cross-­linguistic and dialectal differences in temporal world-building strategies and point to uses of tenses for non-temporal means.
10
01
JB code
pbns.262.11rod
273
295
23
Article
15
01
Gesture structuring strategies in English
and Spanish autobiographical narratives
1
A01
Ana-Laura Rodríguez-Redondo
Rodríguez-Redondo, Ana-Laura
Ana-Laura
Rodríguez-Redondo
University Complutense de Madrid
20
concept-gesture projection
20
gesture space builders
20
gestures
20
narrative spaces
01
Based on new perspectives on the conceptual segmentation of oral emotional narratives (Romano & Porto 2010; Romano et al. 2013) and the development of cognitive gesture studies (McNeill 1992; Sweetser 2007; Cienki 2008b), this chapter aims at upgrading the descriptive tools used for the conceptual-gesture interaction in structuring oral narratives. Two oral autobiographical stories, in Spanish and British English, are analysed combining both cognitive approaches. The results show two different conceptual-gesture projecting strategies for physically guiding the listener through the narrative. Although extensive comparative analyses are needed to confirm the differences, the combined method proves quite useful for capturing the conceptual-gesture projections as structuring strategies in oral narratives.
10
01
JB code
pbns.262.12ind
297
299
3
Miscellaneous
16
01
Index
02
JBENJAMINS
John Benjamins Publishing Company
01
John Benjamins Publishing Company
Amsterdam/Philadelphia
NL
04
20160331
2016
John Benjamins B.V.
02
WORLD
13
15
9789027256676
01
JB
3
John Benjamins e-Platform
03
jbe-platform.com
09
WORLD
21
01
00
95.00
EUR
R
01
00
80.00
GBP
Z
01
gen
00
143.00
USD
S
488016622
03
01
01
JB
John Benjamins Publishing Company
01
JB code
P&bns 262 Hb
15
9789027256676
13
2016005366
BB
01
P&bns
02
0922-842X
Pragmatics & Beyond New Series
262
01
Exploring Discourse Strategies in Social and Cognitive Interaction
Multimodal and cross-linguistic perspectives
01
pbns.262
01
https://benjamins.com
02
https://benjamins.com/catalog/pbns.262
1
B01
Manuela Romano
Romano, Manuela
Manuela
Romano
Universidad Autónoma de Madrid
2
B01
Maria Dolores Porto
Porto, Maria Dolores
Maria Dolores
Porto
Universidad de Alcalá
01
eng
305
vi
299
LAN009000
v.2006
CFG
2
24
JB Subject Scheme
LIN.COGN
Cognition and language
24
JB Subject Scheme
LIN.COGPSY
Cognitive linguistics
24
JB Subject Scheme
LIN.DISC
Discourse studies
24
JB Subject Scheme
LIN.BIL
Multilingualism
24
JB Subject Scheme
LIN.PRAG
Pragmatics
24
JB Subject Scheme
LIN.SOCIO
Sociolinguistics and Dialectology
06
01
This volume offers readers interested in Discourse Analysis and/or Socio-Cognitive models of language a closer view of the relationship between discourse, cognition and society by disclosing how the cognitive mechanisms of discourse processing depend on shared knowledge and situated cognition. An inter- and multidisciplinary approach is proposed that combines theories and methodologies coming from Conceptual Metaphor Theory, Multimodal Metaphor Theory, Critical Discourse Analysis, Narratology, Systemic Functional Linguistics, Appraisal Theory, together with the most recent developments of Socio-Cognitive Linguistics, for the analysis of real communicative events, which range from TV reality shows, commercials, digital stories or political debates, to technical texts, architectural memorials, newspapers and autobiographical narratives. Still, several key notions are recurrent in all contributions <i>-embodiment</i>, <i>multimodality</i>, <i>conceptual integration</i>, <i>metaphor</i>, and <i>creativity-</i> as the fundamental constituents of discourse processing. It is only through this wide-ranging epistemological and empirical approach that the complexity of discourse strategies in real contexts, i.e. human communication, can be fully comprehended, and that discourse analysis and cognitive linguistics can be brought closer together.
05
This book provides unprecedented coverage of a range of topics at the interface between discourse studies and cognitive linguistics. A wide range of research methods are covered in the various chapters, and there is some ground-breaking research in here. A must-read for researchers and students.
Jeanette Littlemore, University of Birmingham
05
The findings presented in this volume enable us to realize the cross-disciplinary interface of cognitive linguistics and discourse analysis and the relationships among discourse structures, cognitive structures and society. They can also help us understand the importance of shared knowledge and situated cognition. Therefore, this volume is a good reference for readers who are interested in discourse analysis, multimodality, evaluation and the socio-cognitive approach to language.
Xinzhang Yang, Xiamen University, in Discourse Studies Vol. 19.4 (2017)
05
This book successfully explores a dynamic range of discourse strategies, demonstrating how real socio-cultural interactions affect discourse. Anyone interested in how discourse shapes society and cognition would find the contents in this volume advantageous to their learning.
Judith Bridges, University of South Florida, on Linguist List 28.2463 (2 June 2017)
05
Human beings—seamlessly mental, social, and cultural—deploy various strategies to construct meaning. This interesting book starts there, studies authentic participants actually communicating, and offers valuable applications of cognitive science within the fields of semiotics and discourse studies.
Mark Turner, Case Western Reserve University
04
09
01
https://benjamins.com/covers/475/pbns.262.png
04
03
01
https://benjamins.com/covers/475_jpg/9789027256676.jpg
04
03
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https://benjamins.com/covers/475_tif/9789027256676.tif
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09
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https://benjamins.com/covers/125/pbns.262.png
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1
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Introduction
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1
17
17
Article
2
01
Discourse, cognition and society
1
A01
Manuela Romano
Romano, Manuela
Manuela
Romano
University Autónoma de Madrid
2
A01
Maria Dolores Porto
Porto, Maria Dolores
Maria Dolores
Porto
University of Alcalá
10
01
JB code
pbns.262.s2
Section header
3
01
Part I. Socio-cognitive approach to discourse
10
01
JB code
pbns.262.02ber
21
38
18
Article
4
01
From butchers and surgeons to the linguistic method
On language and cognition as supraindividual phenomena
1
A01
Enrique Bernárdez
Bernárdez, Enrique
Enrique
Bernárdez
University Complutense de Madrid
20
abyssal thinking
20
blending
20
cognitive linguistics
20
linguistic method
20
metaphor
20
socio-historic cognition
01
The study of metaphors and blends deals frequently with isolated, acontextualised examples from the English language. Through them certain cognitive processes are said to be identified and such processes are allegedly of universal value and characteristic of the human mind at large. This chapter first examines a well-known metaphor or blend, This surgeon is a butcher! and argues that the analyses based on “solipsistic” individual cases are principally incorrect. A brief review of the need to take into account the aspects left out in mainstream Cognitive Linguistics leads to the identification of a number of methodological flaws in the standard procedures and to the necessary changes to be made.
10
01
JB code
pbns.262.03zen
39
77
39
Article
5
01
Individual differences and in situ identity marking
Colloquial Belgian Dutch in the reality TV show "Expeditie Robinson”
1
A01
Eline Zenner
Zenner, Eline
Eline
Zenner
University of Leuven
2
A01
Gitte Kristiansen
Kristiansen, Gitte
Gitte
Kristiansen
University Complutense de Madrid
3
A01
Dirk Geeraerts
Geeraerts, Dirk
Dirk
Geeraerts
University of Leuven
20
Colloquial Belgian Dutch
20
individual language use
20
personal pronouns
20
reality TV
20
word-final t-deletion
01
Over the past decades, sociolinguists and Cognitive Linguists have shifted their attention to individual differences and intra-speaker variation (Hernández-­Campoy & Cutillas-Espinosa 2013; Barlow 2013). This chapter aims to add to this trend by conducting a bottom-up analysis of the speech of participants in the Dutch reality TV show “Expeditie Robinson”. We build quantitative profiles tracking participants’ use of two features of Colloquial Belgian Dutch (CBD): the personal pronoun gij ‘jou’ (vs. standard jij) and word-final t-deletion. We compare participants’ style-shifts in these profiles, focusing on register differences (contrasting informal and formal speech) and differences in group make-up (i.c. the absence/presence of Netherlandic Dutch participants – who typically do not use CBD). The most outspoken differences between the participants are found for group accommodation in the use of gij. Interestingly, the different levels of accommodation can be linked to the degree of strategic planning and voting of individual participants.
10
01
JB code
pbns.262.04soa
79
108
30
Article
6
01
The persuasive (and manipulative) power of metaphor in ‘austerity’ discourse
The
persuasive (and manipulative) power of metaphor in ‘austerity’ discourse
A corpus-based analysis of embodied and moral metaphors of austerity in the Portuguese press
1
A01
Augusto Soares da Silva
Soares da Silva, Augusto
Augusto
Soares da Silva
Catholic University of Portugal
20
Cognitive Linguistics
20
conceptual metaphor
20
corpus-based analysis
20
Critical Discourse Analysis
20
embodiment
20
ideology
20
morality
20
persuasion
20
political and economic discourse
20
situatedness
01
This chapter analyses the persuasive power of metaphors used in the Portuguese press to justify the implementation of harsh austerity policies. The analysis relies on a corpus of news and opinion articles published in June-July 2011, after the entry of the Troika, and May 2013, when protests against the austerity policies intensified. The study adopts a socio-cognitive view of language following the promising convergence between Cognitive Linguistics and Critical Discourse Analysis, and the corpus-based and critical discourse-based approach to conceptual metaphor. Using the target-domain method for corpus-based metaphor identification, 1,151 austerity-related metaphorical expressions associated with eight target lexemes were gathered, which include great chain of being, image schemas, and event/action metaphors. The analysis reveals the persuasive and manipulative force of certain specific metaphors, such as obesity/diet, indebted family, good student, and sacrifice. These socially-embodied metaphors are grounding in moral cultural models and serve ideological, emotional and moral purposes.
10
01
JB code
pbns.262.s3
Section header
7
01
Part II. Discourse strategies in multimodal communication
10
01
JB code
pbns.262.05mol
111
135
25
Article
8
01
The construction of meaning in multimodal discourse
The
construction of meaning in multimodal discourse
A digital story as a case study
1
A01
Silvia Molina Plaza
Molina Plaza, Silvia
Silvia
Molina Plaza
Technical University of Madrid
2
A01
Isabel Alonso Belmonte
Alonso Belmonte, Isabel
Isabel
Alonso Belmonte
20
digital story
20
discourse strategies
20
functional-cognitive approach
20
multimodality
01
This chapter’s main goal is to shed light onto the most characteristic meaning making processes in digital storytelling by thoroughly analyzing a single digital narrative from a functional-cognitive perspective. This mixed approach for a case study allows the analysts to unveil the macro and micro discourse strategies and the cognitive processes developed by both the narrator and the audience to produce and interpret the multiple meanings conveyed by the different modes in a digital story. We believe findings presented here can be of interest for discourse analysts, cognitivists and researchers working in multimodality.
10
01
JB code
pbns.262.06hid
137
158
22
Article
9
01
Multimodal metaphor, narrativity and creativity in TV cosmetics ads
1
A01
Laura Hidalgo-Downing
Hidalgo-Downing, Laura
Laura
Hidalgo-Downing
University Autónoma de Madrid
2
A01
Maria-Ángeles Martínez
Martínez, Maria-Ángeles
Maria-Ángeles
Martínez
University Complutense de Madrid
3
A01
Blanca Kraljevic Mujic
Kraljevic Mujic, Blanca
Blanca
Kraljevic Mujic
University Rey Juan Carlos
20
creativity
20
image and music
20
multimodal metaphor
20
narrativity
20
TV advertising
01
The present article explores the interaction between multimodality and narrativity as a discourse strategy which promotes creativity as a socio-cognitive process in British TV cosmetics ads. Multimodal TV ads narratives are structured visually and aurally by means of the extended metaphors light is good and harmonious music is good, as well as other multisemiotic features. Two narrative patterns are examined: in the first type, story ending coincides with narrative ending; this is illustrated by two ads with specific metaphors which set out the problem to which the product provides a solution. In the second type, illustrated by two hair products ads, story ending coincides with narrative beginning, and displays multimodal metaphors which enhance the positive attributes of the product.
10
01
JB code
pbns.262.07fab
159
183
25
Article
10
01
Multimodal discourses of collective memory
1
A01
Malgorzata Fabiszak
Fabiszak, Malgorzata
Malgorzata
Fabiszak
Adam Mickiewicz University
20
critical discourse analysis
20
memorials
20
multimodal schemas and metaphors
01
The aim of this paper is to analyze the interaction of the visual and the verbal layers of the memorials in the former extermination sites in Poland (cf. Young 1993). Two of the selected memorials were designed and erected in the 1960s (Chełmno nad Nerem and Majdanek) while the other two (Bełżec and Radegast) in the 2000s. The four case studies use the analytic categories of image schemata and metaphoric and metonymic extension in the analysis of the memorial landscape and critical discourse analysis in the analysis of the verbal layer. Memorials are memory carriers which have been constructed to facilitate rituals of commemoration designed to strengthen the in-group ties and collective identity. They thus become the potential vehicle of ideology of the period in which they were created. The analysis of the verbal and visual elements of the representation show how the change in the dominant discourse affected the design of the memorials, as well as how the traumatic landscape, in which these memorials are erected, motivated their imagery.
10
01
JB code
pbns.262.s4
Section header
11
01
Part III. Cross-linguistic (English – Spanish) perspectives
10
01
JB code
pbns.262.08rol
187
213
27
Article
12
01
Exploring specific differences
A cross-linguistic study of English and Spanish civil engineering metaphors
1
A01
Ana Maria Roldan Riejos
Roldan Riejos, Ana Maria
Ana Maria
Roldan Riejos
Universidad Politécnica de Madrid
20
cross-linguistic study
20
engineering communication
20
linguistic/visual metaphor and metonymy
20
technical language analysis
01
This chapter provides a cross-linguistic and multimodal study of some civil engineering zoomorphic metaphors in English and Spanish within a socio-cognitive and multimodal approach. This study thus aims to examine the interaction of multimodal (linguistic and visual) metaphoric and metonymic mappings (Forceville 2009, 2010) in some civil engineering zoomorphic examples. Principles from discourse analysis are applied (Semino 2008; Deignan 2005) by using contextualized and corpora-driven data. The results reveal lop-sided layers of metaphoricity merged with interacting metonymic patterns. In the cross-­linguistic analysis, significant variations appear between English and Spanish which may respond to lexical aspects of meaning construction patterns as well as sociocultural differences (Kövecses 2008).
10
01
JB code
pbns.262.09die
215
244
30
Article
13
01
The use of metaphor and evaluation as discourse strategies in pre-electoral debates
The
use of metaphor and evaluation as discourse strategies in pre-electoral debates
Just about winning votes
1
A01
Mercedes Díez Prados
Díez Prados, Mercedes
Mercedes
Díez Prados
University of Alcalá
20
Appraisal Theory
20
argumentative strategies
20
Critical Discourse Analysis
20
cross-cultural
20
evaluation
20
metaphor
20
persuasion
20
political discourse
20
pre-electoral debate
01
The present chapter analyzes metaphor use in a Spanish pre-electoral debate and its interplay with evaluation. The metaphorical expressions found are cross-­culturally contrasted with those from a previous study for English (Neagu 2013) to verify to what extent they are equivalent in English and Spanish and whether similarities are influenced by ideological factors. Furthermore, the evaluative overload of metaphors in the Spanish debate is explored by confronting them with the evaluative devices encountered in the same text after the application of Hunston’s (2000) evaluation model and Martin and White’s (2005) Appraisal Theory. Results show that, although cross-cultural expression of metaphors differs at times, all politicians use them to win election, rather than due to ideological reasons. Moreover, metaphor and evaluation are often realized by the same linguistic expressions.
10
01
JB code
pbns.262.10lug
245
272
28
Article
14
01
A text-world account of temporal world-building strategies in Spanish and English
A
text-world account of temporal world-building strategies in Spanish and English
1
A01
Jane Lugea
Lugea, Jane
Jane
Lugea
University of Huddersfield
20
corpus
20
dialect
20
English
20
frog stories
20
Spanish
20
spoken narrative
20
temporality
20
tense
20
Text World Theory
01
Text World Theory (Werth 1999; Gavins 2007) is a cognitive stylistic model that aims to describe how discourse participants create a mental representation of language in use. First designed for the analysis of individual texts, this chapter demonstrates how it can also be used in the cross-linguistic analysis of narrative strategies. This chapter is based on a wider research project which applied Text World Theory to a comparable corpus of ‘frog story’ narratives revealing differences between the ways in which Spanish and English speakers construct the ‘same’ narrative text-world. The focus here is on the narrators’ temporal world-­building strategies only, as choices in tense were fundamental in laying the foundations for other world-building strategies. The results reveal interesting cross-­linguistic and dialectal differences in temporal world-building strategies and point to uses of tenses for non-temporal means.
10
01
JB code
pbns.262.11rod
273
295
23
Article
15
01
Gesture structuring strategies in English
and Spanish autobiographical narratives
1
A01
Ana-Laura Rodríguez-Redondo
Rodríguez-Redondo, Ana-Laura
Ana-Laura
Rodríguez-Redondo
University Complutense de Madrid
20
concept-gesture projection
20
gesture space builders
20
gestures
20
narrative spaces
01
Based on new perspectives on the conceptual segmentation of oral emotional narratives (Romano & Porto 2010; Romano et al. 2013) and the development of cognitive gesture studies (McNeill 1992; Sweetser 2007; Cienki 2008b), this chapter aims at upgrading the descriptive tools used for the conceptual-gesture interaction in structuring oral narratives. Two oral autobiographical stories, in Spanish and British English, are analysed combining both cognitive approaches. The results show two different conceptual-gesture projecting strategies for physically guiding the listener through the narrative. Although extensive comparative analyses are needed to confirm the differences, the combined method proves quite useful for capturing the conceptual-gesture projections as structuring strategies in oral narratives.
10
01
JB code
pbns.262.12ind
297
299
3
Miscellaneous
16
01
Index
02
JBENJAMINS
John Benjamins Publishing Company
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20160331
2016
John Benjamins B.V.
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