Publications
Publication details [#6635]
Kimmel, Michael. 2010. Why we mix metaphors (and mix them well): Discourse coherence, conceptual metaphor, and beyond. Journal of Pragmatics 42 (1) : 97–115. 19 pp.
Publication type
Article in journal
Publication language
English
Keywords
Abstract
The paper explores the phenomenon of metaphors that occur in close textual adjacency, i.e. as metaphor clusters, but do not share a similar cognitive basis. Clusters frequently mix ontologies and are thus devoid of coherence that can be explained as emerging from a single conceptual metaphor. Evidence to that effect comes from a British corpus (Sun and Guardian) of 675 newspaper commentaries covering the 2004/05 EU referenda (in all, 2574 metaphors). First, it turns out that journalists combine metaphors into complex, yet well-formed arguments on a regular basis, with 39% and 62% of all metaphors respectively occurring in clusters. Even more strikingly, the data reveals that ontologically mixed metaphors account for 76% of all clusters and that almost all of these are straightforwardly comprehensible. This challenges the view of mixed metaphor as awkward language usage. I argue that mixing works because metaphors are typically embedded in separate clauses situated at different temporal, causal, speaker, or belief-related conceptual planes. By consequence, no strong joint processing pressure arises that could result in a perceived clash of metaphorical imagery. Thus, felicitous mixing is a natural by-product of the shifting logic of clauses in complex argumentation. In addition, I present a qualitative typology of how clustering metaphors interact in argumentation. It calls into question the view that conceptual metaphors are the coherence-maintaining device par excellence. While conceptual metaphors may create "internal binding" in ontologically coherent clusters, complementary "external binding" models are needed to explain the mixed clusters (and ultimately for a full explanation of all kinds of metaphor-based argumentation).
(Michael Kimmel)