With Special Emphasis on Social Networks and Folksonomies
Part 1 Theoretical issues 5
5 PART I THEORETICAL ISSUES 6 2. Basic concepts Since the focus of this study is on metaphors of the Web 2.0, it seems reasonable to start with the terms metaphor and Web 2.0. 2.1. Metaphor 2.1.1. Definition and structure. Metaphoricity. In the Conceptual Theory of Metaphor (CTM) (see Lakoff and Johnson 1980, 1999; cf. Kövecses 2002, 2005, 2006), metaphor is defined as a systematic cor- respondence between two different domains of experience one of which (the target domain) is partially understood in terms of the other (the source domain), so that the former can be said to be the latter. For example, ELECTRONIC JOUR- NAL IS A TRADITIONAL PRINT JOURNAL (i.e., TRADITIONAL PRINT JOURNAL is the source domain for the target domain ELECTRONIC JOURNAL), ELECTRONIC MAIL IS TRADITIONAL MAIL, THE INTERNET IS A HIGHWAY, etc. (A conceptual domain is “a more generalized „background‟ knowledge configuration against which conceptualization is achieved” (Taylor 2002: 195). For example, we need the concept of electronic mail system in order to understand what an e-mail message is. Accordingly, the former is the domain against which the latter is conceptualized.) One of the main CTM hallmarks is that it distinguishes between conceptual metaphors and metaphorical expressions. The former are structures like the just named E-JOURNAL IS A PRINT JOURNAL, E-MAIL IS TRADITIONAL MAIL, THE INTERNET IS A HIGHWAY, etc., which are believed to be ensembles of neurons in different parts of the brain connected by neural circuitry. The en- sembles of neurons located in...
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