Rationale
The study of metaphor dates back to Aristotle, who defined metaphors as a means of transferring names between two objects that share common characteristics Essentially, metaphors allow for the reference of one entity using the name of another based on their similarities Historically, the exploration of metaphors has primarily been confined to the realm of literature (Đỗ Hữu Châu, 2005).
Recent advancements in cognitive linguistics have sparked a new wave of studying metaphors, recognizing them as a pervasive phenomenon across all language forms, not just in poetry This has led to the introduction of the concept of conceptual metaphor, which differs from traditional views by suggesting that these metaphors are generated automatically and unconsciously, requiring little effort to understand.
Lakoff and Johnson (1980) introduced the conceptual metaphor "LOVE IS A JOURNEY," which consists of a defined set of established mappings This metaphor illustrates how the complexities of love can be understood through the framework of a journey, highlighting various aspects of relationships and emotional experiences.
Source domain: JOURNEY mappings Target domain: LOVE
JOURNEY EVENTS IN THE RELATIONSHIP
CHOICES ABOUT WHAT TO DO
Table 1: The mappings of conceptual metaphor LOVE IS A JOURNEY
The JOURNEY metaphor provides a concrete framework for understanding the abstract domain of LOVE, as highlighted by Lakoff and Johnson (1980) They argue that familiarity with conceptual metaphors is essential for both creating and comprehending these ideas Without this prior knowledge and experience, grasping the complexities of the abstract domain of LOVE becomes challenging.
Numerous studies, similar to Lakoff's example, have explored metaphors, enhancing our understanding of metaphorical mechanisms across different languages In Vietnam, Nguyễn Thị Kim Anh (2014) examines the conceptual metaphor MARRIAGE IS A JOURNEY, which serves to enrich the teaching of cultural elements in foreign language education.
With the same purpose, an investigation into conceptual metaphors for life, death, and time in Vietnamese and English has been conducted by Nguyễn Thị Tú Trinh (2010)
The economy is a prominent target domain often described through various source domains, capturing global attention despite its fluctuations over recent decades Economic reports in newspapers, journals, and magazines have become essential to daily life, highlighting the importance of specific linguistic features in crafting these articles for better comprehension in a complex field Metaphors, a key linguistic tool, frequently appear in economic reporting, as they help readers grasp abstract concepts by relating them to more concrete ideas (Kửveces, 2002).
Conceptual metaphors play a significant role in the business sector, as they help translate the abstract realm of economics into more tangible concepts For instance, the metaphorical phrase "Greece can only go up" exemplifies how the JOURNEY domain is utilized to convey economic ideas Extensive research has been conducted on metaphorical expressions in this context, including a comparative study by Silva Bratož (2004) that examines the use of metaphors in English and Slovene economic discourse This study seeks to identify the conceptual domains employed in business reports across both languages Additionally, Black and Ennis (2001) have conducted similar research, further exploring the connection between metaphor and economic understanding.
This article explores four conceptual metaphors related to financial reporting, particularly focusing on stock market crashes, highlighting both similarities and differences in metaphor usage between English and Spanish Research by Bai Jinhong (2010) further examines conceptual metaphors in financial contexts, specifically analyzing headlines from Business Week and The New York Times, although this study is limited to headlines only.
The analysis of prior research has motivated the author to explore conceptual metaphors in English articles, aiming to identify source domains and determine the most prevalent ones Examining metaphors in economic reports is essential for understanding their function within this field and for categorizing common concrete source domains that help conceptualize the economic target domain.
Objectives and scope of the study
Objectives of the study
This study focuses on the metaphors utilized in economic reports, aiming to explore their connection to human physical experiences By analyzing this relationship, the research will establish a basis for categorizing the source domains that inform the metaphors found in these reports.
Scope of the study
Research on metaphoric expressions has a rich history characterized by varying perspectives Traditionally, metaphors are seen as figures of speech primarily used in poetry and literature for rhetorical purposes, rather than in everyday communication A second perspective has since emerged, challenging this conventional view.
In 1980, Lakoff and Johnson published "Metaphors We Live By," introducing a cognitive linguistics perspective that challenges traditional views by asserting that metaphors extend beyond language to encompass actions and thoughts (2003) This study aligns with their approach, emphasizing that economic reports should be understood as a form of human communication rather than as mere literary works.
This paper analyzes conceptual metaphors specifically within economic reports, focusing exclusively on articles from the New York Times published in 2013 While numerous cognitive studies have explored metaphors in various fields such as politics, sports, and the economy, this research narrows its scope to the economic domain.
Significance of the study
This study aims to contribute both theoretically and practically by exploring the role of metaphor in the field of economics, thereby enhancing the understanding of metaphor theory.
Cognitive linguistics reveals that metaphors play a crucial role in shaping our thoughts and actions, as demonstrated by the analysis of metaphors in economic reports This supports the assertions made by Lakoff and Johnson (1980, 1999) that metaphors extend beyond literal language and are fundamental to our conceptual understanding.
This study offers a practical analysis of metaphor usage in economic reports, aiming to assist writers for journals, newspapers, and magazines By understanding how metaphors are constructed, these writers can effectively engage readers and present complex ideas in a more accessible way, ultimately enhancing the appeal of economic reporting.
This research aims to demonstrate the importance of conceptual metaphors in business reports and to establish a framework of common domains that articulate the abstract realm of the economy As a result, translators, educators, and English learners will gain valuable guidelines for achieving native-like proficiency in this specific discourse.
Research methodology
Research questions
An investigation into metaphors in business reports aims at shedding light on these three questions:
Question 1: How frequently is conceptual metaphor exploited in business reports in The New York Times?
Question 2: What are the most frequently used source domains used to conceptualize the target domain of economy?
Question 3: What is the value that metaphors used in business reports in The New York Times adding to the reports?
Research approach
This research examines metaphor through the lens of cognitive linguistics, suggesting that metaphors are fundamentally conceptual It posits that many aspects of our perception and actions are inherently metaphorical (Evans and Green).
2006), and the source domain serves as the background for structuring and understanding the target domain (Langacker, 1987)
The study employs both qualitative and quantitative methods to analyze metaphorical expressions in articles Initially, it quantitatively collects, categorizes, and counts these expressions Additionally, the qualitative analysis assesses the value of these metaphors, complemented by direct interviews with economists to evaluate the added significance of conceptual metaphors.
Data collection and analysis
This research is conducted mainly based on the primary data collected from economic reports of The New York Times and can be divided into three stages
The initial phase focuses on gathering reports to supply essential data for subsequent stages To meet current requirements, it is crucial to select reports published in 2013 and 2014, covering areas such as banking and finance, marketing, investment, human resources, and finance.
8 public management and so on The reports should be varied in terms of topics and authors so that a complete investigation can be achieved
In the second stage of the research, data from the initial step is utilized to address the first two research questions by identifying and categorizing metaphors from the reports The analysis begins with calculating the average frequency of metaphors in English articles, which is achieved by dividing the total number of metaphors by the word count of each article Additionally, the frequency of metaphors across different domains is assessed by calculating the ratio of metaphorical expressions from each domain to the overall number of identified metaphors.
The third stage focuses on qualitatively analyzing the added value of metaphorical expressions by comparing texts that incorporate these metaphors with those that do not This analysis will draw on specific examples of metaphorical expressions extracted from various articles to highlight their impact.
Design of the study
The study will be constructed as follow:
In this part, rationale, aims and objectives of the study, scope of the study are expected to be presented
THEORETICAL BACKGROUND
Cognitive linguistics
Cognitive Linguistics, an approach to language study that emerged in the 1970s and gained popularity in the 1980s, has generated extensive research over the past 25 years While the majority of studies focus on semantics, significant attention is also given to syntax, morphology, language acquisition, phonology, and historical linguistics within this framework.
A fundamental assumption among scholars is that meaning is essential to language, making it a crucial area of study The cognitive linguistic approach to language is guided by three major hypotheses (Croft, W & Cruise, D A., 2004).
Language is not an autonomous cognitive faculty
Knowledge of language emerges from language use
The first hypothesis posits that language is not an independent cognitive faculty, suggesting that the representation of linguistic knowledge aligns closely with other conceptual structures Furthermore, the processes involved in utilizing this knowledge are not fundamentally distinct from those used for other cognitive functions.
11 different from cognitive abilities that human beings use outside the domain of language
The cognitive linguistic approach emphasizes that "grammar is conceptualization," as stated by Langacker in 1987 This perspective highlights that a key aspect of human cognition involves the ability to conceptualize experiences for effective communication.
The cognitive linguistic approach posits that language knowledge arises from its use, suggesting that our understanding of semantics, syntax, morphology, and phonology is developed through our cognitive experiences with specific utterances in particular contexts.
Metaphors
Numerous linguistic scholars have endeavored to define metaphors, and this section will examine several prominent definitions of linguistic metaphors based on traditional perspectives.
Firstly, Aristotle (1954) should be first mentioned since he provides us with the first extant definition of metaphors, which states that
A metaphor involves using a word typically associated with one thing to describe another, creating a figurative connection According to Aristotle (1954), this transfer of meaning occurs in four distinct ways, illustrating the versatility and depth of metaphorical language.
12 principle ways: ‗either from genus to species, species to genus, species to species, or by analogy.‘
Murray Knowles (2005) defines metaphors as a linguistic tool that refers to something beyond its literal meaning, highlighting a resemblance or connection between different concepts He also links metaphors to creative and poetic expression, emphasizing their non-literal and figurative nature, which is characteristic of literature.
The idea that metaphors are only used and considered ‗as a mere ornament or embellishment‘ is also shared by a number of previous language researchers (Cassirer, 1946)
Likewise, from his study in both Vietnamese and English discourse, Đỗ Hữu Châu (1966) mentions the traditional view on metaphor that
Metaphor involves the transfer of meaning from one object to another based on their similarities, which enhances our understanding of metaphorical concepts The effectiveness of metaphors relies on the perceived resemblance between objects According to Lakoff (1980), a prominent cognitive linguist, metaphors are often viewed as a tool of poetic imagination and rhetorical embellishment, suggesting that they are typically regarded as part of extraordinary language rather than ordinary discourse.
Traditional views on metaphors primarily focus on their role as figurative language commonly found in literature.
Metaphors play a crucial role in communication by drawing on similarities between objects, yet they are often limited in everyday language This isolation from daily use can hinder the cognitive processes required for receivers to grasp the underlying meanings of metaphors, leading to a disconnect in understanding the intended message.
1.2.2 Conceptual metaphors under the light of cognitive linguistics
Since its introduction in the 1970s, cognitive linguistics has revolutionized the study of metaphors, revealing that they are not only prevalent in language but also deeply embedded in our thoughts and actions According to Lakoff (1987, 2003), metaphors are fundamental to our conceptual system, shaping how we think and behave Specifically, a conceptual metaphor involves understanding one domain (the target) through the lens of another, more concrete domain (the source), allowing us to grasp abstract ideas through familiar concepts.
Lakoff and his colleagues (1980, 1987, 1999) assert that conceptual metaphors create connections between concrete and abstract domains, with the former providing structure to the latter This view aligns with Barceloiia (2000), who posits that metaphor serves as a cognitive mechanism that partially maps one experiential domain onto another, facilitating understanding between different experiences.
14 domain is partially understood in terms of another experiential domain‖ Similarly, Radden (2007) use difference words to the so-called
―experiential domain‖ He defines conceptual metaphor as "a means of understanding abstract domains by relating them to better-known domains and experiences in the physical world"
In Vietnam, Trần Văn Cơ (2009, 86-87) describes conceptual metaphor as the process of understanding one object through the lens of another This approach allows complex and abstract ideas to connect with more concrete and observable concepts, enhancing our perception and comprehension.
Conceptual metaphors, as explored through cognitive linguistics, are integral to everyday language and communication They effectively bridge abstract concepts (target domains) with concrete experiences (source domains) This connection is crucial for humans to comprehend and navigate the complexities of the world, as it enhances our understanding and exploration of various phenomena.
Source domain and Target domain
Croft (2004) asserts that metaphors should be understood not merely as characteristics of specific linguistic expressions, but as integral to entire conceptual domains He distinguishes between the source domain, which underpins the literal meaning of an expression, and the target domain, which represents the broader concepts being conveyed.
In conceptual metaphors, any concept from the source domain can effectively describe a concept in the target domain Knowles and Moon (2005) emphasize that these metaphors equate two distinct areas of understanding, with the source domain representing the origin of the metaphorical concept.
Target domain is used for the concept area to which the metaphor is applied
As in the following statements:
He attacked every weak point in my argument His criticism were right on the target
I demolished his argument I‘ve never won an argument with him You disagree? Ok! Shoot!
He shot down all of my argument
WAR is the source domain, and ARGUMENT is the target domain in the metaphor ARGUMENT IS WAR
Lakoff and Johnson illustrate the metaphorical relationship between two domains using the formula A (target domain) IS B (source domain) According to conceptual metaphor theory, this relationship is defined by correspondences or mappings between elements in the source and target domains (Knowles & Moon, 2005) Typically, a feature from the source domain corresponds to a feature in the target domain, creating a conceptual mapping that defines a metaphor It is important to recognize that not all relationships fit this framework.
16 aspects of a source necessarily map onto the target since some mappings are much more extensive than others
The mapping between source and target domains involves two sorts of correspondences, epistemic and ontological
Ontological correspondences: relations between elements of one domain and elements of the other domain
Source: HEAT OF FLUID Target: ANGER
Pressure in container Experienced pressure
Agitation of boiling fluid Experienced agitation
Limit of container‘s resistance Limit of person‘s ability to suppress anger
Epistemic correspondences demonstrate relations holding between elements in one domain and relations between elements in the other domain
When fluid in a container is heated beyond a certain limit, pressure increases to point at which container explodes
When anger increases beyond a certain
An explosion is damaging to container and dangerous to bystanders
Loss of control is damaging to person and dangerous to others
Explosion can be prevented by applying sufficient force and counter-pressure
Anger can be suppressed by force of will
Controlled release of pressure may occur, which reduces danger of explosion
Anger can be released in a controlled way, or vented harmlessness, thus reducing level
Correspondences between two domains are represented in a conceptual system and are fully conventionalized within a speech community, which is essential for the effective functioning of a conceptual metaphor.
In the 1980 edition of Metaphor We Like By, Lakoff G and Johnson
G identify three categories of conceptual metaphors, including structural, orientational, ontological
Firstly, structural metaphors are ―cases where one concept is metaphorically structured in terms of another.‖ Therefore, framework for
18 target domains is provided by source domain These frameworks determine the way we talk about entities and activities which the target domains refer to (Knowles, M and Moon, R., 2005)
The ARGUMENT is WAR metaphor illustrates a structural metaphor that frames the concept of argumentation through the lens of warfare This approach allows individuals to understand and interpret the dynamics of arguments by relating them to the strategies and conflicts associated with war.
LITERATURE REVIEW
Study on conceptual metaphors
Building on the groundwork established by cognitive linguists, extensive research has yielded significant advancements in understanding conceptual metaphors This section critically reviews prior studies on conceptual metaphors across various contexts, highlighting notable findings in their application within economic newspapers.
In his 2012 study, Phan Thế Hưng successfully identified 13 common source domains and 11 target domains, providing specific examples for each The common source domains encompass a variety of themes, including the human body, health and disease, animals, plants, houses and construction, machines and tools, games and sports, money and trade transactions, cooking and food, temperature variations such as hot and cold, light and darkness, force and strength, as well as movement and direction.
Common target domains include: o Emotion o Desire o Ethics o Thoughts o Society and country o Politics o Economy o Human relationship o Communication o Death and life o Events and actions
Identifying common source and target domains in conceptual metaphors significantly aids students and researchers by enhancing their understanding of the distinction between conceptual and linguistic metaphors The provision of specific examples and a detailed list serves as a valuable resource, offering guidance for researchers seeking potential areas for exploration This compilation can inspire new ideas and directions for their own work in the field.
The research raises important questions for linguistics researchers regarding the consistency of domain lists across different contexts For instance, the domains relevant to the economy may differ significantly from those used in literature Additionally, there is uncertainty about whether the existing list comprehensively encompasses all domains pertinent to a specific context, suggesting that some domains may be overlooked.
The list of common domains can vary across different contexts, indicating the need for further research Additionally, exploring less common domains is essential, as they may influence message comprehension These inquiries highlight the importance of continued study in the field of conceptual metaphor.
Nguyễn Thị Bích Hạnh (2014) explores the use of structural and orientational metaphors (UP/DOWN) in Trịnh Công Sơn's songs, marking a significant contribution to the study of conceptual metaphors in music and song lyrics, a relatively under-researched area This research not only highlights the prevalence of conceptual metaphors across various fields but also enhances the understanding of their application in Vietnamese culture.
Issac Machakanja (2006) compares English and Shona through the lens of conceptual metaphors, highlighting the significance of container metaphors His research identifies activities, states, and events as the predominant source domains in this comparative analysis.
Several researchers have made significant contributions to the study of conceptual metaphors Nguyễn Thị Thanh Bình (2012) examines the use of conceptual metaphors in the Declaration of Independence by US presidents, while Trần Thị Minh Yến (2014) focuses specifically on metaphors that convey particular meanings.
―anger‖ in the daily star.co.uk In comparison between Vietnamese and English, Lưu Thị Hải Vân (2012) conducts a contrastive analysis of the metaphor ―ANGER IS HEAT.‖
Research demonstrates that conceptual metaphors are integral to everyday language across all cultures, playing a crucial role in how individuals conceptualize and understand their experiences in the world.
In fact, there have been a great number of linguistics researchers trying to answer the questions mentioned above
Similarly, during the last few decades, study on conceptual metaphors in different languages and in different fields has been prosperous.
Study on conceptual metaphor in economic discourse
The study of conceptual metaphors in economic reports is a well-established trend, with research conducted across various languages and contexts Fahad (2007) conducted a comparative analysis of metaphors in Arabic and English, focusing on student writing and discussions He identified two predominant conceptual metaphors: LIFE IS A JOURNEY and TIME IS COMMODITY This research highlights the significant role of conceptual metaphors in language use, particularly in business writing, and offers valuable insights for teaching business writing effectively.
This paper explores conceptual metaphors in economic reports, drawing on various international studies Notably, Silva Bratoz (2004) conducted a comparative analysis of conceptual metaphors in English and Slovene popular economic discourse, revealing that both languages share similar conceptualizations of the economy.
24 organism and downward market movements as natural disasters However, the study of common domains and the value of conceptual metaphors in communication tend to be ignored
Eva Kovacz (2000) highlights the significance of conceptual metaphors in popular economic discourse, identifying five key metaphors that shape our understanding of business and the economy: BUSINESS/ECONOMY IS A HUMAN BEING, BUSINESS IS WAR, BUSINESS IS A GAME AND A SPORT, BUSINESS IS MARRIAGE, and BUSINESS IS ACTING IN A THEATER/CONCERT.
The author conducts a thorough analysis of various conceptual metaphors, establishing a solid groundwork for future research in this area Nevertheless, the study does not address the frequency of each conceptual metaphor.
In her 2011 study, Vương Thị Kim Thanh explores the presence of conceptual metaphors in Vietnamese economic report titles, specifically focusing on the metaphors MARKET IS WAR and MARKET IS WEATHER This research highlights the significance of conceptual metaphors in economic discourse, demonstrating their existence and impact Nonetheless, it also notes that the range of conceptual metaphors identified in the study remains somewhat limited.
Hồ Thị Hải Yến (2014) explores the conceptual metaphor of "ECONOMY" as a "HUMAN BODY" in the New York Times, focusing on a specific metaphor while suggesting that many other conceptual metaphors may have been overlooked in her research.
Phạm Thị Hằng (2012) examines the application of conceptual metaphors in the advertising slogans of various cell phone brands, focusing on classifying these metaphors However, the study leaves open questions regarding the use of source domains in these slogans.
Research on conceptual metaphors in economic and newspaper discourse is a longstanding area of linguistics, yet previous studies often concentrate on specific domains Consequently, the commonly utilized domains in economic articles remain largely unexplored Additionally, the added value of these metaphors in discourse has not been thoroughly examined Addressing these gaps is crucial, as the findings have significant implications for translators, educators, and students of English.
RESEARCH METHODOLOGY
Research questions
Conceptual metaphors are essential in language, as highlighted by previous research Additionally, the theoretical framework raises important questions for future studies to explore.
In this paper, the writer has a particular look at the discourse of economic reports in New York Times in his attempt to answer the following questions:
Question 1: How frequently is conceptual metaphor exploited in economic reports in The New York Times?
Question 2: What are the most frequently used source domains used to conceptualize the target domain of economy?
Question 3: What is the value that metaphors used in economic reports in The New York Times adding to the reports?
The article investigates the prevalence of conceptual metaphors in economic reports, specifically within the New York Times, to demonstrate their dominance in this context It further identifies the most frequently used source domains among these metaphors Finally, the discussion highlights the significance of conceptual metaphors in enhancing language and facilitating effective communication.
Research methodology
To find out the answer to three questions suggested in the previous part, a process involving data collection and data analysis has been conducted, which is collaborated as follows
The New York Times (sometimes abbreviated to NYT) is an
The New York Times, an esteemed American daily newspaper, has been continuously published in New York City since its founding on September 18, 1851, by The New York Times Company Renowned for its journalistic excellence, the publication has garnered a remarkable 117 Pulitzer Prizes, making it the most awarded news organization in history.
In 2015, the New York Times achieved a historic milestone with over 1 million digital-only subscribers and 1.1 million print-and-digital subscribers, marking the highest number of subscribers in its 164-year history This substantial subscriber base underscores the Times' significant role in media language, making it a prime choice for the writer's research focus on economic reports from this influential newspaper.
The newspaper is organized in three sections, including:
News: Includes International, National, Washington, Business and Economy, Technology, Science, Health, Sports, The Metro Section, Education, Weather, and Obituaries
Opinion: Includes Editorials, Op-Eds and Letters to the Editor
Features: Includes Arts, Movies, Theater, Travel, NYC Guide, Food, Home & Garden, Fashion & Style, Crossword, The New
York Times Book Review, T: The New York Times Style
Magazine, The New York Times Magazine, and Sunday Review
This research analyzes 40 randomly selected economic reports from The New York Times, published between 2013 and 2014, totaling 38,658 words This sample size is considered sufficient to encompass a variety of conceptual metaphors All reports are sourced online, ensuring accessibility and minimal differences in language compared to print versions.
The process of collected data is fundamentally based on some of the following methods:
This method examines language through a diverse range of discourses in its natural context, avoiding any linguistic phenomena designed for specific models, ensuring that the collected data is representative The process of Critical Discourse Analysis (CDA) consists of three stages: identification, comprehension, and explanation (Phan Thế Hưng, 2012).
The initial stage of identifying conceptual metaphors involves two key steps: first, carefully reading the text to identify potential metaphors based on specific characteristics; second, analyzing the context to determine whether these metaphors represent ordinary or metaphorical conceptualizations.
Secondly, the comprehension of metaphors involves the establishment of the relationship between the metaphors and other cognitive elements in the metaphors
Thirdly, the explanation of metaphors involves the realization of elements of society, culture, emotion, and even the embodiment of creating and using conceptual metaphors
This research aims to analyze the total number of metaphors present in the collected materials, focusing specifically on the frequency of conceptual metaphors in economic discourse By calculating the average number of conceptual metaphors per article and assessing their density in relation to the length of the articles, the study seeks to provide insights into the prevalence of these metaphors within the field.
The next phase involves categorizing the identified metaphors according to their respective domains This process aims to determine the frequency of source domains and identify the most prevalent domains utilized in this type of discourse, while also highlighting the less common domains.
Qualitative research is employed to analyze the role of conceptual metaphors in text By replacing metaphorical expressions with equivalent non-metaphorical phrases, the researcher assesses the value these metaphors add to communication This comparison highlights the distinct functions of conceptual metaphors, revealing their impact on understanding and interpretation.
To illustrate the benefits of conceptual metaphors, the writer conducts a survey featuring pairs of sentences—one containing metaphorical expressions and the other devoid of them Participants are then prompted to explain their preferences, enabling them to identify the differences between the two types of sentences.
FINDINGS AND ANALYSIS
Frequency of different source domains in conceptual metaphors denoting ECONOMY in
denoting ECONOMY in economic reports on The New York Times
In this analysis, conceptual metaphors from each text are categorized based on shared source domains This method aims to determine the frequency of each source domain and uncover any previously overlooked domains in prior research.
This quantitative research identifies a total of 642 conceptual metaphors across 40 articles, including titles and main sections, categorized into 17 distinct source domains Further details on these categories will be provided in the subsequent section.
The distribution of source domains shows significant variation, with a limited number of commonly utilized domains for constructing conceptual metaphors, while many others are used much less frequently.
38 preferred The aim of this part is to point out which source domains are more prioritized
The analysis of 17 identified source domains reveals that the dominant metaphors in economic reports are "ECONOMY IS A JOURNEY" and "ECONOMY IS WAR," each accounting for 17% Additionally, "ECONOMY IS A GAME AND SPORT" (13%) and "ECONOMY IS A HUMAN BODY" (11%) also show significant prevalence Together, these four metaphors comprise nearly 60% of the conceptual metaphors found in the reports, a notable figure compared to the combined 40% represented by the remaining 13 metaphors.
ECONOMY IS A GAME AND SPORT 84 13%
ECONOMY IS ACTING IN A THEATRE/ CINEMA/ CONCERT 24 4%
ECONOMY IS WEATHER/ NATURAL PHENOMENON 23 4%
ECONOMY IS A RIVER/ LAKE/ STREAM 9 1%
Table: The number and percentage of conceptual metaphors denoting
ECONOMY with different source domains
In a notable contrast, four conceptual metaphors—ECONOMY IS A PARTY/MEAL, ECONOMY IS A RIVER/LAKE/STREAM, ECONOMY IS FOOD/DIGESTION, and ECONOMY IS ART—are significantly underrepresented, collectively accounting for only 1% of the total conceptual metaphors in the corpus.
The varying popularity of different domains often mirrors the dynamics of business and the economy This domain is characterized by three key elements: scheduling, competition, and lifespan Consequently, it's common for writers to metaphorically relate the economy to concepts such as a journey, war, a game, sport, and the human body.
This article explores the second research question by examining the source domains utilized in conceptual metaphors within English economic reports, aiming to identify the most frequently employed domains.
In this section, the author explores various source domains, offering multiple examples and discussing their characteristics as presented in the texts.
The metaphor of the economy as a journey is prominently featured in the text, with 111 instances identified throughout the articles This indicates that approximately every 350 words includes a reference to this conceptual metaphor, highlighting its significance in discussing economic concepts.
In the context of economics, we often liken the economy to a journey, where key elements include the vehicle representing the economy itself, the driver symbolizing policymakers, the path indicating the economic trajectory, the speed reflecting growth rates, and the goal denoting desired economic outcomes These metaphors help us understand the complex dynamics of economic processes.
THE COMPANY IS A VEHICAL/ THE LEADER IS A DRIVER
- For those entrepreneurs who think they will be the next Mark Zuckerberg and ride their company to riches, think again [14]
- She is less adept at setting expectations and directing her office staff.[21]
MEASURES IN ECONOMIC ACTIVITIES ARE PATHS/STEPS IN
- If it succeeded with Chrysler, Fiat wanted a clear path to acquire all of the company [2]
- Those steps helped the bank‘s first quarter result [12]
- The New York attorney general‘s office is taking an unusual step
- The hackers found what they had been looking for — a wide path into Target and beyond [31]
IMPEDIMENTS IN ECONOMY ACTIVITIES ARE OBSTACLES
- The bank faces uncertainty over the European economy, which is stuck in recession [13]
- When the Internet bubble burst, the company underwent rocky times [14]
- The deal to take Dell private faces a major roadblock [26]
- It is unclear whether any of the projects would encounter legal obstacles in disrupting the traditional dealer network [32]
ECONOMIC PROGRESS IS FORWARD/UPWARD MOVEMENT
- But going forward we now have the issue of where the growth is going to come from [12]
- We‘ve gotten back to where we were before the winter slowdown in terms of job creation — as well as where we expect to be going forward [33]
- It has zero cachet and no discernible way forward [34]
ECONOMIC DEPRESSION IS BACKWARD/DOWNWARD
- This gets us back on trend [33]
- The labor market returned to the level of robustness that prevailed in the mid-2000s, let alone the 1990s [33]
- We‘ve gotten back to where we were before the winter slowdown in terms of job creation [33]
- The downturn began in early 2008, the Labor Department reported on Friday [33]
ECONOMIC CHANGES ARE CHANGES IN DIRECTION
- Ms Mayer, Yahoo‘s chief executive, has said that attracting talented workers is crucial for the company‘s turnaround [5]
- Mr Jain and Stefan Krause, the bank‘s chief financial officer, portrayed the share issue as a turning point [13]
THE SPEED OF ECONOMIC DEVELOPMENT IS THE SPEED OF MOVEMENT IN A JOURNEY
In the June quarter, it is anticipated that declining iPhone sales, coupled with robust demand for Samsung's flagship Galaxy S4, could propel Samsung to the leading position in the smartphone market.
- The challenge, Dr Goodall said, will be watching whether the pay of those women continues to keep pace with their male colleagues‘ as they climb to more senior ranks.[19]
- Analysts say sellers are still demanding high prices for unwanted businesses, despite the economic slowdown.[26]
GOALS OF ECONOMIC ACTIVITIES ARE THE DESTINATIONS
- He says the goal is for the company to get 80 percent of its online traffic and half of its online sales with its content marketing efforts [38]
- Even before talking about goals or building a personal balance sheet, you might find it helpful to ask yourself this question.[6]
Our physical experiences are closely aligned with economic concepts, demonstrating a natural and systematic mapping This connection is particularly evident in the frequent use of journey-related metaphors within the analyzed data.
The metaphor "ECONOMY IS WAR" ranks as the second most frequent conceptual metaphor in the text, with 106 instances identified This highlights its significant role in conveying complex economic ideas.
When discussing war, people often think of battles, soldiers, weapons, strategies, and victory In conceptual metaphors, these elements serve as the source domain, while the target domain relates to the economy, encompassing markets, negotiations, business partnerships, competitive advantages, business methodologies, and the results of business endeavors.
This metaphorical concept can be illustrated as follows:
- Fiat and the union workers‘ health care trust are fighting over that yawning gulf in a court in Delaware [2]
- The battle between the two financial giants had its beginnings [3]
- Lavish benefits area ubiquitous weapon in Silicon Valley‘s talent wars, and since she arrived at Yahoo last year [5]
- Which handily beat analysts' forecasts [11]
- They‘ve made the easier and less morally defensible position [28]
- Tencent, announcing an investment that pushes it further into e- commerce — territory long controlled by its rival, Alibaba [30]
- Mr Cohen‘s letter comes as he fights to hold on to his investors
- I‘m still struggling with this puzzling fact [35]
- Benefits are a ubiquitous weapon in Silicon Valley‘s talent [5]
- The agency‘s other large loan program, facilitated by nonprofit development companies and geared toward bigger capital investments, is similarly stymied [20]
- The greatest enemy of good aircraft is people who interfere with the freedom to shop for the highest quality [25]
BUSINESS STRATEGIES ARE WAR STRATEGIES
- The new plan will ―leave the bank‘s strategy largely intact [26]
- The invasive hack at Target was part of a broader campaign aimed at least half a dozen major retailers [31]
THE SUCCESS OF BUSINESS IS THE VICTORY OF WAR
- In addition, the bank will surrender to MBIA about $130 million in MBIA bonds [3]
- Sergio P Ermotti, the chief executive, cautioned that it was ―too early to declare victory,‖ but said the earnings showed the company‘s ―business model works in practice.‖[8]
- But Alibaba is not resting on its laurels [30]
The analysis demonstrates that the domains of WAR and ECONOMY share numerous common features, enabling a strong connection between the two This relationship supports the metaphor ECONOMY IS WAR, which is frequently used in economic reports.
4.2.3 ECONOMY IS A GAME AND SPORT
Discussion on the value added by conceptual metaphors in business reports on New York
Conceptual metaphors are systematically employed in economic reports, raising questions about their impact on discourse This section of the paper explores the significant value that these metaphors contribute to the articles.
The methodology for assessing the value added by conceptual metaphors involves two key approaches First, the writer substitutes metaphorical expressions with non-metaphorical equivalents and compares the resulting sentences Second, a questionnaire presents ten pairs of sentences—one with metaphorical language and the other without—allowing respondents to explain their preferences This inquiry reveals three significant functions that conceptual metaphors provide.
In a survey involving 30 interviewees, 278 out of 300 sentences containing metaphorical expressions were selected Participants were then asked to identify the most compelling reasons for their choices The accompanying table presents the findings from this investigation.
Reasons for preference of sentences with metaphorical expressions
It makes the sentence artistic/ decorated 92 33%
It is something out of my language habit 87 31%
Table 5: Reasons for preference of the sentences with metaphorical expressions
Conceptual metaphors serve a decorative function, enhancing the vividness and impact of articles By employing these metaphors, writers elevate their work beyond plain expression, transforming it into a more artistic piece This approach not only enriches the content but also engages readers more effectively.
62 strengthened by results from direct interview It can be seen that nearly a third of the explanations refers to the decorative function of the conceptual metaphors
The following examples clarify the view that considers metaphorical expressions as decorative
- In the gloomy European market, Fiat is struggling [2]
- Instead, pension funds and other institutional investors flooded into the debt markets [20]
The examples illustrate how weather and natural phenomena can metaphorically describe the economy The terms "gloomy" and "flooded" serve as figures of speech that vividly convey economic conditions, enhancing the article's imagery and engagement.
Conceptual metaphors have traditionally been recognized by researchers as a key function in language, often seen as a distinctive characteristic of literature rather than everyday communication This unique function highlights the reporters' linguistic skills, showcasing their careful word choices in conveying ideas effectively.
Conceptual metaphors serve an emotional purpose, as they evoke strong feelings in readers In fact, 30% of the reasons behind the selection of sentences featuring metaphorical expressions are linked to their emotional impact during interviews.
- Yahoo Rolls the Dice on TV [34]
- After Years of Battling, Bank of America and MBIA Settle
- Benefits are a ubiquitous weapon in Silicon Valley‘s talent [5]
The writer effectively utilizes conceptual metaphors from the domains of games and war, such as "roll the dice" and "battling with weapons," to evoke vivid imagery and emotions in readers For instance, "roll the dice" conjures feelings of excitement associated with gambling, while terms like "battling" and "weapon" transport readers into the intense realm of warfare.
Hence, the readers are highly likely to be aroused or get aggressive easily
In economic reports, capturing readers' attention is crucial, starting with an engaging title, as they often decide within seconds whether to continue reading Evoking strong emotions can significantly enhance reader interest Additionally, conceptual metaphors play a vital role in making abstract economic concepts accessible and comprehensible, particularly for those with limited expertise in the field For example, using metaphoric expressions can simplify complex ideas, facilitating better understanding among readers.
- The battle between the two financial giants had its beginnings [3]
- Under the current rules, large banks have to hold a pool of assets they can theoretically sell quickly to cover any outflows that occur in a turbulent period in the markets [8]
The writer employs the conceptual metaphor ECONOMY IS WAR to illustrate the fierce competition between major companies, using terms like "battle" and "financial giants" in place of "competition" and "financial consortiums." This approach highlights how abstract concepts can be understood through their resemblance to more tangible realities.
In the second example, the total assets are illustrated as a pool, while the company's expenditures are depicted as a flowing stream of water, representing outflow This visual representation simplifies the understanding of these economic concepts for readers.
The third function of conceptual metaphors is essential in distinguishing traditional and modern perspectives, as it significantly influences our understanding of the world By linking abstract concepts to concrete domains through their similarities, conceptual metaphors play an indispensable role in our cognitive processes Without these metaphors, our ability to learn and comprehend the world around us would be severely limited.
Conceptual metaphors play a crucial role in economic reports by enhancing their artistic, emotional, and conceptual appeal Without these metaphors, articles risk losing reader engagement, making certain terms tedious and difficult to understand.
In conclusion, this chapter highlights the significant prevalence of conceptual metaphors in article titles and main content, reinforcing the notion that they should be considered a standard element in writing.
The use of conceptual metaphors in economic reports is not merely an extraordinary feature but a fundamental aspect, with research identifying seventeen distinct source domains that vary in frequency Furthermore, comparisons between metaphorical and non-metaphorical expressions indicate that conceptual metaphors enhance the appeal of articles and are essential for understanding numerous economic terms.