Metaphor and the Social World - Volume 3, Issue 1, 2013

This article explores the mental operations people undertake when they encounter a visual metaphor. First, an integrated theoretical model of visual metaphor processing is proposed. The model is then empirically evaluated: in a think aloud task, six participants were presented with twelve pictures containing visual metaphor and asked to verbalize their thoughts as they looked at the pictures. The experimental materials represented four different genres: political cartoons, magazine advertisements, educational illustrations and paintings. The findings enable a more precise description of what happens when people attempt to reach understanding of visual metaphor. The results have implications for building theory around visual metaphor processing, as well as empirical research on the interpretation of visual metaphor.

Carbon Capture and Storage (CCS) is a climate change mitigation technology which has had a rather chequered history in British policy making and in the British public sphere. This article deals with the neglected topic of representations of CCS in the British media and their possible impact on public perceptions and public policy. Public perception of CCS is shaped in part by the media which provide tools for making sense of complex technological and political issues such as CCS. This article compares articles on CCS in two UK newspapers, one national (“The Times”) and one regional (“The Aberdeen Press and Journal”) in 2011, a year during which some of the last battles over CCS demonstration projects were fought. It applies frame and metaphor analysis to a corpus of 150 articles. Findings reveal that during 2011 CCS coverage moved through a cycle of hype and disillusionment, with both newspapers reaching a trough of disappointment at the end of 2011. It will be difficult to reignite interest in CCS in this context, both in terms of media and public attention, and in terms of policy and investment. Regional confidence in national CCS policy in particular will be difficult to recover.

Metaphoric thought is often viewed as a property of individual minds that is quite separate from people’s social, communicative actions with metaphoric language and gesture. My goal in this article is to argue that metaphoric cognition is fundamentally linked to human social activities. I defend this idea by focusing not only on metaphor use in overt communicative situations, but by suggesting ways that individual metaphoric cognition is implicitly social. Many of the experimental tasks used in psychology to demonstrate the psychological reality of conceptual metaphors reflect intricate couplings between cognitive and social processes. This argument demands a reorientation in how metaphor scholars interpret empirical findings related to conceptual metaphor theory, and more broadly aims to dissolve the long-standing theoretical divide between metaphoric cognition and metaphoric communication.

The manual annotation of large corpora is time-consuming and brings about issues of consistency. This paper aims to demonstrate how general rules for determining basic meanings can be formulated in large-scale projects involving multiple analysts applying MIP(VU) to authentic data. Three sets of problematic lexical units — chemical processes, colours, and sharp objects — are discussed in relation to the question of how the basic meaning of a lexical unit can be determined when human and non-human senses compete as candidates for the basic meaning; these analyses can therefore be considered a detailed case study of problems encountered during step 3.b. of MIP(VU). The analyses show how these problematic cases were tackled in a large corpus clean-up project in order to streamline the annotations and ensure a greater consistency of the corpus. In addition, this paper will point out how the formulation of general identification rules and guidelines could provide a first step towards the automatic detection of linguistic metaphors in natural discourse.

The debate between narrativists and ludologists has long enlivened discussions among game theorists. Should videogames be seen as an offshoot of (film) stories, and thus be studied primarily from the perspective of narratology? Or do they represent a truly different phenomenon, and thus require an analytic approach that has nothing to gain from narratology? In this paper we intend not so much to solve this conundrum as suggest how it has arisen in the first place, by showing what journey stories and videogames that involve the movement of the player’s avatar have in common. Our central claim is that both journey stories and such games involve physical movement and quests, and moreover are based on some sort of ‘story’, but that only the stories allow for rich mappings of the conceptual metaphor PURPOSIVE ACTIVITY IS MOVEMENT TOWARD A DESTINATION. If our explanations make sense, they can contribute both to the classification and theorization of videogames and to the expansion of conceptual metaphor theory into the realm of videogames.