engleski

Metaphorical language in financial discourse

The aim of this paper is to apply the socio-cognitive approach to metaphorical language in financial discourse according to three levels of metaphorical salience and innovation – the experiential, the cultural, and the topical level. According to the results of the analysis, financial media discourse employs metaphors of these levels in a blended manner and as different mechanisms of legitimization. While a consistency between certain domains of the experiential and the cultural level exists, the topical level is best interpreted in terms of the traditional theory on metaphor. The consistency of the experiential and cultural metaphorical language shows how a metaphorically modelled target domain influences the choice of culture-specific lexicalizations. The mechanisms of inclusion and exclusion as legitimization devices portray finance as an objective and natural discourse of scientific status, while the topical level uses different rhetorical devices to engage the discourse recipients and to guide conceptualization. In summation, the socio-cognitive approach to other discursive genres in general can be fruitful in the classification and the study of the interaction of different metaphorical mappings and the way they integrate to make the discourse legitimate and coherent.

socio-cognitive approach; discourse; metaphors; legitimization

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