POWER THROUGH METAPHOR IN BUSINESS MEDIA TEXTS

Posted On Oct 17 2011 by

It has already been demonstrated that business media texts are characterized by coherent conceptual models centring on different metaphors. Such models encompass various power-building mechanisms that the respective discourse shares with related social practices. Since these mechanisms are not necessarily conspicuous, the present article focuses on revealing how metaphors indirectly ascribe and delegate power to different categories of business actors (men/women, authors of business commentaries, leaders etc.) by embedding ideology in the written text