Metaphor Variation in Economic Discourse

This integrated cognitive-discourse study looks at the role of context in the variation of conceptual metaphor in economic discourse, which abounds in metaphors. The study is motivated by a general current interest in situational aspects of metaphorical conceptualisation in different professional discourses. The first research question is to test the relevance of metaphor variation for economic discourse and to investigate conceptual evolution of biological, mechanical and path/journey metaphors in this discourse type. Another research question is to determine particular types of context and contextual factors inducing metaphor variation in economic texts. The theoretical framework of the study is formed by the seminal theories of conceptual metaphor, conceptual evolution, knowledge framing and recent abundant research sharing an integrated cognitive-discourse approach to studying metaphor. The investigation revealed the salience of metaphor variation for economic discourse in a broad social context of its production: scientific, technological, career development, and discrimination at work contexts. The study adds to the understanding of the role contextual factors play in metaphorical meaning making and processing discourse. It can also have implications for further metaphor investigation in different professional discourses. Awareness of metaphor variation mechanisms in meaning making can also be instrumental in English for Specific Purposes pedagogy.