Tóm tắt: Ẩn dụ ý niệm về truyền thông trong tiếng Việt (có liên hệ với tiếng Anh)

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UNIVERSITY OF DA NANG

UNIVERSITY OF SCIENCE AND EDUCATION

NGUYEN LUU DIEP ANH

CONCEPTUAL METAPHOR OF MEDIA

IN VIETNAMESE (IN COMPARISON WITH ENGLISH)

Major: Linguistics Major code: 9229020 THESIS SUMMARY

Danang, 2024

The work was completed at UNIVERSITY OF SCIENCE AND EDUCATION

Scientific advisors:

1.Associtate Professor Dr PHAN VAN HOA

2 Dr HO TRINH QUYNH THU

Reviewer 1:

Reviewer 2:

The thesis will be defened before the University - level – Thesis Evaluation Council, meeting at the University of Science and

Education on day month year

The thesis can be accessed: National Library; Library of University

of Science and Education – Da Nang University

it is crucial to understand how people perceive and think about media—key to using this medium more effectively Currently, research on conceptual metaphors related to media in both Vietnam and globally remains limited During our research, we found it essential to study media as a target domain within the conceptual metaphor system, as media is not merely a means of information transmission but also plays a significant role in reflecting and influencing social life Therefore, it should be examined from a cognitive linguistic perspective to clarify how people perceive and conceptualize media This gap underscores the need for our research project Therefore, the selection of the topic “Conceptual metaphor of Media in Vietnamese (in comparison with English)” is both essential and important to clarify the mapping mechanisms and cognitive models of conceptual metaphors about media in both languages

2 Research Objectives and Tasks

2.1 Research Objectives

The objective of this dissertation is to apply the theory of cognitive linguistics as a foundation for explaining conceptual

2 metaphors about media in Vietnamese (in comparison with English, based on online news data) Through this analysis, the dissertation aims to clarify the cognitive characteristics of Vietnamese and English speakers in their conceptions of media

2.2 Research Tasks

Based on the above objectives, the dissertation identifies specific research tasks as follows: (1) Systematize theoretical issues to serve as the theoretical basis for the topic: conceptual metaphors and linguistic concepts related to conceptual metaphor; the concept of media, the basic characteristics of media; (2) Identify and compile a list of metaphorical linguistic expressions; identify source and target domains

of the conceptual metaphors; (3) Establish the mapping mechanisms between source and target domains; (4) Generalize and analyze the hierarchical nature of conceptual metaphors, and develop cognitive models for each basic type of conceptual metaphor; (5) Compare the similarities and differences between Vietnamese and English, providing explanations based on the experiential and cognitive characteristics of the two languages

3 Research Subjects and Scope

3.1 Research Subjects:

This dissertation examines conceptual metaphors about media

in Vietnamese, with English as a comparative reference It specifically investigates the source domains that map onto the target domain of MEDIA, focusing primarily on Vietnamese, while using English for comparison

3.2 Research Scope

This dissertation examines conceptual metaphors about media

in Vietnamese, with English as a reference, focusing on three groups

of source domains: THE NATURAL WORLD, THE HUMAN and SOCIAL WORLD Within each of these, it identifies, describes, and analyzes various sub-source domains that are mapped onto the target

3 domain of media

4 Research Methods

To address the research objectives, this dissertation employs both qualitative and quantitative approaches, with a primary focus on qualitative analysis Quantitative analysis is used mainly for descriptive statistics to establish ratios derived from the surveyed linguistic data Specifically, the dissertation utilizes the following methods and techniques: the Metaphor Identification Procedure (MIP) for identifying metaphors, along with descriptive methods, semantic analysis, mapping methods, comparative techniques, and statistical classification techniques

5 Data Sources

This dissertation analyzes a dataset of 1,996 linguistic expressions, comprising 1,287 Vietnamese and 709 English expressions, all randomly collected from online news sources The English expressions were not translated into Vietnamese; therefore, any translations provided in chapters 2 and 3 are the author’s own or provisional translations based on the context The collected expressions are categorized into ten source domain groups: Weather, Fire, Water, Animals; Plants, War, Power, Traps, Court, and Food

6 Contributions of the Dissertation

6.1 Theoretical Contributions:

This dissertation further reinforces the view that metaphor is not merely a rhetorical linguistic device but a mode of thought Beyond its universality, conceptual metaphor also reflects the unique cognitive characteristics of each culture

4 educators, translators, reporters, and editors

1 Structure of the Dissertation

Chapter 1: Overview of Research and Theoretical Foundations Chapter 2: Conceptual Metaphors of MEDIA from the source

domain of THE NATURAL WORLD in Vietnamese (in comparison with English)

Chapter 3: Conceptual Metaphors of MEDIA from the source

domain of THE SOCIAL and HUMAN WORLD in Vietnamese (in comparison with English)

CHAPTER 1: OVERVIEW OF RESEARCH AND

THEORETICAL FOUNDATIONS 1.1 Overview of Research

1.1.1 The State of Research on Conceptual Metaphors Worldwide

Lakoff and Johnson (1980) argued that "metaphor is not merely a matter of language but also a matter of thought and action," asserting that metaphor is more than a rhetorical device—it is a way of thinking Kövecses (2000, 2002, 2005) emphasized that metaphors are both universal and culturally specific Additionally, the theory of conceptual blending, developed by Fauconnier and Turner (2003), extends Lakoff and Johnson’s two-domain (source-target) model and shares similarities with neurocognitive linguistics Kövecses (2020) further expanded the theory of conceptual metaphor, underscoring the critical role of context in understanding conceptual metaphors

1.1.2 Research on Conceptual Metaphors in Vietnam

In the first research direction, the theory of conceptual metaphor is introduced and described by reputable Vietnamese linguists In the second direction, this theory has been applied to language studies with significant results Researchers have used it to explore distinctive thought patterns in Vietnamese, comparing them with those of other ethnic groups to identify both commonalities and unique aspects of Vietnamese conceptualizations of various life

5 phenomena

1.1.3 Studies on Media and Conceptual Metaphors of Media

1.1.3.1 Studies on Media

Media is a significant research field with several notable works Nguyễn Văn Dững and Đỗ Thị Thu Hằng (2006) provide an overview of mass communication theory and skills Dương Xuân Sơn (2014) analyzes modern communication concepts and characteristics

Michael Schudson (1995) in The Power of News explores the history

of journalism and media impact in the U.S Armand and Michele Mattelart (2004) discuss the development of communication theories

Modern Journalists (2007) offers guidance on news writing skills,

emphasizing timeliness and the role of sound and images

1.1.3.2 Research on Conceptual Metaphors of Media

Key studies on conceptual metaphors in media include: Charteris-Black and Musolff (2003), who analyzed metaphors describing the Euro in British and German newspapers, highlighting the prevalence of "up/down" movement metaphors (such as "climb,"

"slide") and health metaphors (such as "strong," "weakened") Musolff (2006) examined discourse on the European Union, categorizing metaphors into source domains like LOVE, MARRIAGE, and FAMILY Steen et al (2010) studied the form and frequency of

metaphors in English journalistic discourse In Metaphors in Advertising Discourse, Luu Trong Tuan (2010) analyzed brand

metaphors in Vietnamese advertising, identifying two main types: structural metaphors (e.g., "BRAND AS MOVEMENT") and ontological metaphors (e.g., "BRAND AS FRIEND") Raluca Gabriela Burcea (2010) explored three major metaphors in marketing:

"MARKETING AS MOVEMENT," "MILITARY CONFLICT," and

"RELATIONSHIP." Pasma (2011) and Krennmayr (2011) also contributed to research on metaphors in conversational and journalistic language, especially noting differences in Dutch journalism over time

6 Noteworthy studies on conceptual metaphors in media

include: Marianne Van Den Boomen (2014) in Transcoding the Digital, who categorized media metaphors into three functions:

processing, transmission, and storage, with primary metaphors like MEDIA AS FILTER, AGENT, SPACE, ECOLOGY, CHANNEL, CONDUIT, TOOL, CONTAINER, and STREAM Daniel Roux and

Douglas A Parry (2020), in The Town Square in Your Pocket,

analyzed social media through metaphors like town square, beauty contest, nation, and masquerade ball to elucidate the strategic and economic dimensions of social networks M Surip et al (2021) identified metaphors across nine domains: war, democracy, politics, religion, mysticism, daily activities, phenomena, economy/business, and animals

as a continuous exchange of information between individuals or groups aimed at enhancing understanding, changing perceptions, and shaping behaviors and attitudes to meet developmental needs

1.2.1.2 Basic Characteristics of Media

Media comprises key elements: source (sender), message, channel (medium), receiver, and feedback, which shape how information is transmitted and received in society These elements not only serve as the social glue but also drive development through communication and information exchange Based on research, we identify the fundamental attributes of media as: message, media professionals, users, medium, activities, characteristics, and the impact

of media

is not based on similarity; (4) it is used universally in everyday life; and (5) it reflects human thought and knowledge rather than serving as ornamental language

1.2.3 Basic Issues of Conceptual Metaphor

1.2.3.1 Definition of Conceptual Metaphor

Conceptual metaphor is a cognitive mechanism that facilitates the expression and formation of new ideas by mapping concepts from one mental domain to another, creating a conceptual model According

to Lakoff and Johnson (1980), metaphor involves "understanding and experiencing one kind of problem in terms of another" by mapping from a specific to an abstract domain This dissertation adopts the view that conceptual metaphor is a form of conceptualization, involving the mapping of one conceptual domain onto another

1.2.3.2 Characteristics of Conceptual Metaphor

According to Lakoff and Johnson (1980, 2003) and Kövecses's extended developments, conceptual metaphor has seven basic characteristics: unidirectional, involving concealment and emphasis, systematic, hierarchical, universal, culturally variable, and culturally congruent

1.2.3.3 Classification of Conceptual Metaphor

The dissertation applies Kövecses's classification, dividing conceptual metaphors into two levels: general (higher-level) and

8 specific (lower-level) metaphors Additionally, it groups conceptual metaphors according to source domains to avoid overlap and intersection, creating a clearer, more comprehensive classification system that facilitates analysis and comparison

1.2.4 Concepts Related to Conceptual Metaphor

1.2.4.2 Domain, Source Domain, Target Domain

According to Langacker (1987), a domain is a cognitive entity, such as a mental experience, representational space, concept, or complex of concepts A knowledge structure is considered a domain if

it provides background information for understanding and using vocabulary A conceptual metaphor involves two domains: the source domain and the target domain Kövecses (2002) explains that the source domain provides metaphorical expressions to understand the target domain, which is the domain being understood through the source domain

1.2.4.3 Category, Categorization

In cognitive linguistics, categories reflect human thought by generalizing experiences to classify objects in the world Categories are based on how people perceive and experience objects and phenomena, rather than the objects themselves Categorization is the process of classifying objects and phenomena, a higher-level cognitive activity grounded in personal experience, aimed at understanding and interacting with the surrounding world

9

1.2.4.4 Image Schema

According to Lakoff (1987), image schemas are basic structures derived from everyday bodily experiences These schemas acquire direct meanings through repeated interactions with the environment Evans and Green (2006) argue that image schemas originate from interactions with the physical world, reflecting how people perceive objects through direct contact Lakoff and Johnson (1980) and Kövecses (2002) highlight the importance of image schemas for demonstrating how conceptual metaphors map abstract domains to concrete ones

1.2.4.5 Mapping

According to Kövecses (2002), mapping in conceptual metaphors refers to a fixed system of correspondences between elements of the source domain and the target domain It involves projecting elements from the source domain onto corresponding elements of the target domain Understanding conceptual metaphors typically involves analyzing this mapping schema

1.2.4.6 Embodiment

Lakoff and Johnson (1999) argue that embodied experience includes human perceptions of the objective world and life experiences that shape thought and cognition Tim Rohrer (2007) identifies up to

12 interpretations of embodied experience, with the most common being general experience and body-grounded experience Nguyễn Thiện Giáp (2012) highlights embodiment as a key concept in cognitive linguistics, emphasizing the significance of human experience and the body Nguyễn Văn Hiệp (2013) applied the theory

of embodied experience to examine the semantic development of the Vietnamese words "ra" and "vào."

CHAPTER 2: CONCEPTUAL METAPHORS OF MEDIA FROM THE SOURCE DOMAIN OF THE NATURAL WORLD

IN VIETNAMESE (IN COMPARISON WITH ENGLISH)

The analysis of the data reveals 492 occurrences of the

10 metaphor "Media" in Vietnamese and 267 occurrences in English The conceptual metaphors include Media as Weather, Media as Fire, Media as Water, and Media as Animals, Media as Plants, present in both languages Detailed statistical results are shown in Table 2.1

below:

Table 2.1: Frequency and Percentage of Natural World Source

Domain Metaphors Metaphor Models Frequency Percentage (%)

2.1 The Conceptual Metaphor MEDIA IS WEATHER

The dissertation establishes the cognitive metaphor models for Media with the source domain of Weather as follows:

Table 2.2: Cognitive Metaphor Models for Media with the Source

Domain of WEATHER Metaphor Models Frequency Percentage

Vietnamese (135)

English (48)

to conceptualize media-related issues The mapping structure is alike

in both languages, utilizing core attributes of weather—such as intensity, destruction, and danger—to relate to the media domain However, slight differences exist: Vietnamese frequently employs metaphors like "rain" and "wind" to describe media effects, as seen in expressions like "a rain of compliments" or "toxic winds." In contrast, these weather metaphors appear less often in English, likely reflecting the influence of Vietnam's monsoonal tropical climate This distinction underscores the unique cognitive traits and perceptions of weather phenomena within each culture

2.2 The Conceptual metaphor MEDIA IS FIRE

The thesis constructs recognition models for Media with Fire

as the source domain as follows:

Table 2.4: Cognitive Metaphor Models for Media with the Source

Domain of FIRE Metaphor Models Frequency Percentage

(%) TIMELY INFORMATION IS HEAT 44/95 46 THE SPREADING POWER OF MEDIA IS

THE ENERGY TRANSMISSION

CAPACITY OF FIRE

27/95 28

INFORMATION IS BURNING 24/95 26