This new study reconciles cognitive metaphor theory with Critical
Discourse Analysis to offer a fresh approach to the study of
metaphor. In applying this framework to a substantial corpus of
texts from business magazines, the author shows how metaphors of
war, sports and evolutionary struggle are used to construct
business as a masculinized social domain. In view of the subtle but
pervasive socio-cognitive impact of these metaphors, the study
raises the question of possible alternatives and the scope for
change in business media discourse.
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