Metaphor and Gender in Business Media Discourse: A Critical Cognitive Study

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Overview

'Corporate marriages', 'hostile takeovers' and 'the race for market domination' - this book looks at the metaphors used in business magazines and discusses their impact on readers' cognition and on business as a social practice. Koller gives particular attention to the gendered nature of such metaphors and what they could ultimately mean for women in business. The author uses a corpus of authentic data. Quantitative analysis of a large collection of articles and qualitative investigations into a number of sample texts present the reader with the
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More About This Book

Overview

'Corporate marriages', 'hostile takeovers' and 'the race for market domination' - this book looks at the metaphors used in business magazines and discusses their impact on readers' cognition and on business as a social practice. Koller gives particular attention to the gendered nature of such metaphors and what they could ultimately mean for women in business. The author uses a corpus of authentic data. Quantitative analysis of a large collection of articles and qualitative investigations into a number of sample texts present the reader with the cognitive and discursive underpinnings of business magazine texts. Koller's theoretical approach reconciles cognitive linguistics with critical approaches to language and discourse, and thus combines two important and much debated areas into an integrated research agenda. This book will be of interest to students, researchers and practitioners of media discourse.
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Product Details

  • ISBN-13: 9780230217072
  • Publisher: Palgrave Macmillan
  • Publication date: 7/8/2008
  • Pages: 256
  • Product dimensions: 5.50 (w) x 8.25 (h) x 1.80 (d)

Meet the Author

Veronika Koller is Assistant Professor at Vienna University of Economics and Business Administration.
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Table of Contents

1 Introduction : masculinized metaphors 1
2 Theory : a critical cognitive framework for metaphor research 8
3 Method : quantitative and qualitative analyses of metaphor 43
4 Business media on marketing : metaphors of war, sports and games 64
5 Business media on mergers and acquisitions : metaphors of evolutionary struggle 114
6 Conclusion : gender-neutral metaphors 172
App Corpus data 179
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