1887
  1. Home
  2. e-Journals
  3. Metaphor and the Social World
  4. Volume 7, Issue 2
  5. Article
Volume 7, Issue 2
  • ISSN 2210-4070
  • E-ISSN: 2210-4097
USD
Buy:$35.00 + Taxes

Abstract

Proper observance has long been an important issue to political-religious conservatives in Iran who, in recent years, have relied on metaphorical language to persuade Iranian women to dress modestly in public. The present paper, based on Kövecses’s (2015) account of metaphor in context, explores the role of contextual factors involved in the formation of linguistic metaphors used in 56 pro- billboards and posters. Data analysis indicates that the moral and social status of women are depicted as being determined by, or correlated with, their degree of veiling. On that basis, properly covered up women are shown to be the recipients of very positive metaphorical conceptualizations (as , , and ), whereas immodestly dressed women are negatively pictured as being subject to sexual objectification (as ). Moreover, the is shown to be the metaphor instantiated in many of the billboards and posters. The protective function of is highlighted by conceptualizing corrupt men as and Finally, the metaphorical patterns represent the contextual role of political and religious ideology, key cultural concepts, and show entrenched conventional conceptual metaphors and metonymies in the production of novel metaphors.

© John Benjamins Publishing Company
Loading

Article metrics loading...

/content/journals/10.1075/msw.7.2.01bak
2017-11-20
2023-09-26

  • From This Site

    /content/journals/10.1075/msw.7.2.01bak
    dcterms_title,dcterms_subject,pub_keyword
    -contentType:Journal -contentType:Contributor -contentType:Concept -contentType:Institution
    10
    5
Loading full text...

Full text loading...

References

  1. Ahmed, L.
    (1992) Women and gender in Islam. New Haven, NJ: Yale University Press.
     [Google Scholar]
  2. Charteris-Black, J.
    (2004) Corpus approaches to critical metaphor analysis. New York: Palgrave Macmillan. doi: 10.1057/9780230000612
     https://doi.org/10.1057/9780230000612 [Google Scholar]
  3. (2007) The communication of leadership. London & New York: Routledge.
     [Google Scholar]
  4. Chilton, P. , & Lakoff, G.
    (1995) Foreign policy by metaphor. In C. Schafner & A. L. Wenden (Eds.), Language and peace. (pp.37–60). Aldershot: Ashgate.
     [Google Scholar]
  5. Deignan, A.
    (2005) Metaphor and corpus linguistics. Amsterdam: John Benjamins. doi: 10.1075/celcr.6
     https://doi.org/10.1075/celcr.6 [Google Scholar]
  6. Farahani, F.
    (2002) The absent presence: Reflections on the discursive practice of veiling. In I. Hartel & S. Schade (Eds.), The body and representation (pp.99–106). Hanover: International Women’s University. doi: 10.1007/978‑3‑663‑11622‑6_9
     https://doi.org/10.1007/978-3-663-11622-6_9 [Google Scholar]
  7. Ghahramani, M.
    (2016) Zan be masabeh e sandanli [women as chairs]. Retrieved frommeidaan.com/archive/14221, 04/02/2016.
  8. Goatly, A.
    (2007) Washing the brain: Metaphor and hidden ideology. Amsterdam: John Benjamins. doi: 10.1075/dapsac.23
     https://doi.org/10.1075/dapsac.23 [Google Scholar]
  9. Gould, R.
    (2014) Hijab as commodity form: Veiling, unveiling, and misveiling in contemporary Iran. Feminist Theory, 15(3), 221–240. doi: 10.1177/1464700114544610
     https://doi.org/10.1177/1464700114544610 [Google Scholar]
  10. Hessini, L.
    (1994) Wearing the hijab in contemporary Morocco: Choice and identity. In F. M. Gocek & S. Balaghi (Eds.), Reconstructing gender in the Middle East: Tradition, identity, and power (pp.40–57). New York: Colombia University Press.
     [Google Scholar]
  11. Hoodfar, H.
    (2003) The veil in their minds and on our heads: Veiling practices and Muslim women’. In: L. Lowe & D. Lloyd (Eds.), The politics of culture in the shadow of capital (pp.248–279). Durham, NC: Duke University Press.
     [Google Scholar]
  12. Hovsepian-Bearce, Y.
    (2015) The political ideology of Ayatollah Khamenei: Out of the mouth of the supreme leader of Iran. London & New York: Routledge.
     [Google Scholar]
  13. Hume, L.
    (2013) The religious life of dress: Global fashion and faith. London & New York: Bloomsbury. doi: 10.2752/9781474290326
     https://doi.org/10.2752/9781474290326 [Google Scholar]
  14. Khir Allah, G.
    (2015) Veiling and revealing identity: The linguistic representation of the hijab in the British press. In M. C. La Barbera (Ed), Identity and migration in Europe: Multidisciplinary perspectives (pp.229–250). New York & London: Springer.
     [Google Scholar]
  15. Kövecses, Z.
    (2006) Language, mind, and culture: A practical introduction. Oxford: Oxford University Press.
  16. (2014) Creating metaphor in context. International Journal of Language and Culture, 1(1), 21–41. doi: 10.1075/ijolc.1.1.02kov
     https://doi.org/10.1075/ijolc.1.1.02kov [Google Scholar]
  17. (2015) Where metaphors come from: Reconsidering context in metaphor. New York: Oxford University Press. doi: 10.1093/acprof:oso/9780190224868.001.0001
     https://doi.org/10.1093/acprof:oso/9780190224868.001.0001 [Google Scholar]
  18. Lakoff, G. , & Johnson, M.
    (1980) Metaphors we live by. Chicago, IL: The University of Chicago Press.
     [Google Scholar]
  19. Lakoff, G.
    (1996) Moral politics: What conservatives know that liberals don’t. Chicago, IL: University of Chicago Press.
     [Google Scholar]
  20. Milani, F.
    (1992) Veils and words: The emerging voices of Iranian women writers. Syracuse, NY: Syracuse University Press.
     [Google Scholar]
  21. Mir-Hosseini, Z.
    (2007) The politics and hermeneutics of hijab in Iran: From confinement to choice. Muslim World Journal of Human Rights, 4(1), 50–68. doi: 10.2202/1554‑4419.1114
     https://doi.org/10.2202/1554-4419.1114 [Google Scholar]
  22. Naghibi, N.
    (1999) Bad feminist or Bad-Hejabi?Interventions: International Journal of Postcolonial Studies, 1(4), 555–571. doi: 10.1080/13698019900510821
     https://doi.org/10.1080/13698019900510821 [Google Scholar]
  23. Nakanishi, H.
    (1998) Power, ideology, and women’s consciousness in post-revolutionary Iran. In H. L. Bodman & N. Tohidi (Eds.), Women in Muslim societies: Diversity within unity (pp.83–100). Boulder & London: Lynne Riener Publishers.
     [Google Scholar]
  24. Nanda, S. , & Warms, R.
    (2013) Cultural anthropology. Belmont: Cengage Learning.
     [Google Scholar]
  25. Pragglejaz Group
    Pragglejaz Group (2007) MIP: A method for identifying metaphorically used words in discourse. Metaphor and Symbol, 22(1), 1–39. doi: 10.1080/10926480709336752
     https://doi.org/10.1080/10926480709336752 [Google Scholar]
  26. Rahmatha, S. , Chambersb, L. , & Wakewichc, P.
    (2016) Asserting citizenship: Muslim women’s experiences with the hijab in Canada. Women’s Studies International Forum. 58, 34–40. doi: 10.1016/j.wsif.2016.06.001
     https://doi.org/10.1016/j.wsif.2016.06.001 [Google Scholar]
  27. Sardar, Z.
    (2011) Reading the Quran: The contemporary relevance of the sacred text of Islam. Oxford: Oxford University Press.
     [Google Scholar]
  28. Sedghi, H.
    (2007) Women and politics in Iran: Veiling, unveiling, and revealing. Cambridge, UK: Cambridge University Press. doi: 10.1017/CBO9780511510380
     https://doi.org/10.1017/CBO9780511510380 [Google Scholar]
  29. Steen, G. , Dorst, A. G. , Herrmann, J. B. , Kaal, A. , Krennmayr, T. , & Pasma, T.
    (2010) A method for linguistic metaphor identification: From MIP to MIPVU. Amsterdam: John Benjamins. doi: 10.1075/celcr.14
     https://doi.org/10.1075/celcr.14 [Google Scholar]
  30. Vakili, S.
    (2011) Women and politics in the Islamic Republic of Iran: Action and reaction. London: Continuum.
     [Google Scholar]
  31. Van Dijk, T. A.
    (2008) Discourse and context: A socio-cognitive approach. Cambridge, UK: Cambridge University Press. doi: 10.1017/CBO9780511481499
     https://doi.org/10.1017/CBO9780511481499 [Google Scholar]
  32. Voss, N.
    (2011) The female body as political blackmail: Women, body image and revolution in Iran. Retrieved fromhttps://www.academia.edu/2287449/_The_Female_Body_as_Political_Blackmail_Women_Body_Image_and_Revolution_in_Iran.
  33. Wahid Khorasani, Sh. H.
    (2014) Islamic laws. Newington, UK: Yasin Publications.
     [Google Scholar]
  34. Watson, H.
    (1994) Women and the veil: Personal responses to global process. In A. S. Ahmed & H. Donnan (Eds.), Islam, globalization and postmodernity (pp.141–159). London & New York: Routledge.
     [Google Scholar]
  35. Williams, R. H. , & Vashi, G.
    (2007) “Hijab” and American Muslim women: Creating the space for autonomous selves. Sociology of Religion, 68(3), 269–287. doi: 10.1093/socrel/68.3.269
     https://doi.org/10.1093/socrel/68.3.269 [Google Scholar]
  36. Zinken, J.
    (2003) Ideological imagination: Intertextual and correlational metaphors in political discourse. Discourse and Society, 14(4), 507–523. doi: 10.1177/0957926503014004005
     https://doi.org/10.1177/0957926503014004005 [Google Scholar]
http://instance.metastore.ingenta.com/content/journals/10.1075/msw.7.2.01bak
Loading
The role of context in the formation of hejab ‘veiling’ metaphors in hejab billboards and posters in Iran
Metaphor and the Social World 7, 159 (2017); https://doi.org/10.1075/msw.7.2.01bak
/content/journals/10.1075/msw.7.2.01bak
/content/journals/10.1075/msw.7.2.01bak
Loading

Data & Media loading...

  • Article Type: Research Article
Keyword(s): conceptual metaphor; conceptual metonymy; context; hejab; Iranian culture

Most Cited

This is a required field
Please enter a valid email address
Approval was successful
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error