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Globalisierung, interkulturelle Kommunikation und Sprache

Akten des 44. Linguistischen Kolloquiums 2009 in Sofia


Edited By Maria Grozeva-Minkova and Boris Naimushin

Dieser Band umfasst 56 Beiträge in deutscher, englischer und französischer Sprache, die auf dem 44. Linguistischen Kolloquium im September 2009 an der Neuen Bulgarischen Universität in Sofia gehalten wurden. Vortragende aus Europa, Asien und Australien behandelten unter dem Thema Globalisierung, interkulturelle Kommunikation und Sprache die vielschichtigen Einflüsse der Globalisierung und der neuen Medien auf die Sprache aus unterschiedlichen Perspektiven. Fragestellungen der gegenseitigen Beziehungen zwischen Sprache und Politik, Sprache und Kultur, Sprache und Gesellschaft werden in Bezug auf die interkulturelle Kommunikation und die Entwicklungstendenzen der Sprache analysiert.
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Conceptual Metaphors and Intercultural Awareness


← 186 | 187 → Milka Hadjikoteva (Sofia)

As a teacher of English and translator I am interested in the issue of intercultural awareness. The paper is dedicated to some ideas related to the research on the cognitive view of metaphors, the so called conceptual metaphors, as suggested by Lakoff and Johnson in Metaphors We Live By (1980). My interest in conceptual metaphors has been ignited by my endevour to teach English more efficiently, using as many cultural artefacts as possible. And some of the best ones, in my opinion, are commercials/advertisements. They reflect in the briefest possible way the many-layered cultural and historical inheritance of a language.

Being able to give a one-word answer to the question “Who needs intercultural awareness?” which is “Everybody” and being positive that to be sensitive to intercultural differences is a need for many people, it is evident that coming to know and appreciate the cultural differences between us is of paramount importance. It is a fact that ‘global village’, ‘globalization’ and ‘global markets’ are the new buzzwords. People have started travelling more and the number of people settling down in foreign countries is increasing all the time. An ignorance of the foreign culture usually leads to development of stereotypes and occasionally, is the primary cause of misunderstanding. It is often the case that intercultural misunderstandings lead to negative consequences. Probably one of the ways of overcoming awkward situations is through getting familiar with the phenomenon of conceptual metaphors as defined by Lakoff...

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