The production line as a context for low metaphoricity

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This paper investigates metaphor use in a heavily industrialized context. Usingvideo recordings collected at a salmon factory in France as data, I study metaphorin the gestures that workers perform in technical specialist communicationalong a noisy production line. Within a framework for describing gestureforms and identifying their underlying conceptual motivations, I analyse theiconicity of the gestures and argue that this stretch of the production line wasa context for low metaphoricity. My analyses show that gesture iconicity wasmotivated by metonymic mappings within concrete source domains but notmetaphoric mappings to abstract target domains. This finding emphasises thatmetaphor activation can depend on aspects of context, including the communicativeenvironment and the artefacts it contains.


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