Ideology as a Contextual Factor in Metaphor Production
Traditional conceptual metaphor theory regards embodiment as the most important motivation for metaphor production. Since the emergence of metaphor in discourse was emphasized (Cameron 2009; Semino 2008; Zinken et al. 2008), the context of metaphor, which can also influence the actual metaphor use, has been receiving more and more attention. As a result, embodiment is regarded as just one of the contextual factors among others which motivate metaphor selection. This paper focuses on ideology, viewed as part of the context, which has a key role in the alternative conceptualizations of TRIANON1. It analyzes metaphors from discourses about Trianon and identifies their ideological motivation. The goal of the study is to trace back the global level of ideologies on the basis of the discourse metaphors. Similarly to embodiment, ideology is here considered a universal potential, the concrete realization of which occurs in actual discourses, leading to metaphor variation. The study hypothesizes that the application of particular metaphors in actual discourses is the result of a(n unconscious) selection process among the vast number of conceptual metaphors stored in the sender’s (writer, speaker) conceptual system affected by contextual factors (ideology and embodiment) working at the same time.
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