Volume 12, Issue 1
  • ISSN 2210-4070
  • E-ISSN: 2210-4097
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This paper analyses metaphors and analogies of at UNESCO in a discursive and rhetorical-argumentative framework, to answer the following question: How do these rhetorical devices play a legitimizing role when introducing a new keyword into the public sphere? Conventional and creative metaphors are analyzed separately to examine if they represent different legitimization strategies. Conventional metaphors and analogies include variations on , and ; creative metaphors include cultural diversity as a and a . The findings suggest that the metaphor fulfills an evaluative meliorative function, while the metaphor constructs a collective identity devoid of internal conflict, thereby depoliticizing the concept of cultural diversity. The analogy further depoliticizes cultural diversity via naturalization and the invocation of the authority of science. Legitimization is also achieved by invoking past discourse and shared knowledge, and by tapping into UNESCO’s “discursive memory.” In contrast, the creative metaphors and play a different argumentative role: they offer a rhetorical solution of coexistence to two contradicting views on culture; one as a static, closed entity to be protected from extinction, and the other as a changing, dynamic process. They do so by fusing both views, represented by different metaphors, into one creative metaphor.


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