Metaphor in Culture

Preface and Acknowledgments		page xi

1	Introduction: Metaphor and the Issue of Universality	1
	The Main Issue: Universality and Variation in Metaphor	2
	Components of the Cognitive Linguistic View of Metaphor	5
	A New Look at the Issue of Universality and Variation in Metaphor	10

PART I: UNIVERSAL METAPHORS
2	Metaphor: From Language to Body, and Back	17
	Metaphor in the Body	18
	Metaphor in the Brain	23
	Metaphor in Thought	26
	Metaphor in Language	32
	Why Are Metaphors Universal?	34
3	Universality in Metaphorical Conceptualization	35
	The Case of Emotions	35
	The Event Structure Metaphor	43
	Time	47
	Inner Life	54
	Which Metaphors Are Universal, and Why?	63

PART II: DIMENSIONS OF METAPHOR VARIATION
4	Cross-Cultural Variation	67
	Congruent Metaphors	68
	Alternative Metaphors	70
	Preferential Conceptualization	82
	Unique Metaphors	86
5	Within-Culture Variation in Metaphor	88
	The Social Dimension	89
	The Ethnic Dimension	92
	The Regional Dimension	93
	The Style Dimension	95
	The Subcultural Dimension	97
	The Diachronic Dimension	103
	The Developmental Dimension	105
	The Individual Dimension	106
	Breaking Down the Boundaries of Dimensions	111

PART III: ASPECTS OF METAPHOR INVOLVED IN VARIATION
6	How Components of Conceptual Metaphor Are Involved in Variation	117
	Source and Target	118
	The Relationship Between Source and Target	121
	Mappings	123
	Entailments	127
	Blending	128
	Metaphor Variation: Where Are We Now?	130
7	Conceptual Metaphors and Their Linguistic Expression in Different Languages	131
	The Expression of the Same Figurative Meaning	132
	The Expression of Abstract Meaning Across Languages	143
	Cross-Linguistic Differences in the Expression of the Same Conceptual Metaphor	151
	Cultural-Ideological Background	155
	How Do Our Four Questions Get Answered?	160
8	Metaphor in Social–Physical Reality	163
	How Can Conceptual Metaphors Be Realized in Social Practice?	163
	American Studies and Cognitive Science	167
	Metaphorical Aspects of American Culture	170
	Is the American Mind Static and Monolithic? The Case of Emotions in America	177
	Individual Variation in Metaphor	182
	Metaphor at the Heart of American Culture: LIFE AS A SHOW	184
	What Does This Mean for the Study of American Culture?	189
	Toward a New Cultural Studies	192
9	Metaphors and Cultural Models	193
	Central Metaphors and Cultural Models	194
	Does Metaphor Reflect or Constitute Cultural Models?	200
	The Relationship Between Conceptual Metaphors and Cultural Models in Real Discourse	223
	How Do Cultural Models Emerge?	227

PART IV: CAUSES OF METAPHOR VARIATION
10	Causes of Variation in Metaphor	231
	Differential Experience	232
	Differential Cognitive Preferences and Styles	246
	Further Causes of Metaphor Variation?	258
11	Creativity: Metaphor and Blending	259
	Metaphorical Creativity	259
	Creativity Through Blending	267
	Differential Application of Universal Creative Processes	282
12	Culture, Coherence, Conflict	283
	Metaphor and Culture	283
	Coherence	285
	Conflict	288
	Universality and Variation in Metaphor: The Overall Picture	292

References		295
Index		307

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Universality and Variation

Zoltán Kövecses

Loránd Eötvös University, Budapest

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