A study on conceptual metaphors in economic reports in the new york times from the perspective of cognitive linguistics

VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST-GRADUATE STUDIES *** TRIỆU KHÁNH TOÀN A STUDY ON CONCEPTUAL METAPHORS IN ECONOMIC REPORTS IN THE NEW YORK TIMES FROM THE PERSPECTIVE OF COGNITIVE LINGUISTICS NGHIÊN CỨU ẨN DỤ Ý NIỆM TRONG CÁC BÀI BÁO VỀ KINH TẾ TRÊN TẠP CHÍ NEW YORK TIMES DƯỚI GĨC NHÌN CỦA NGÔN NGỮ HỌC TRI NHẬN M.A MAJOR PROGRAMME THESIS Field : English Linguistics Code : 60.220.201 Supervisor : Dr Phạm Thị Thanh Thùy HANOI - 2016 CERTIFICATION OF ORIGINALITY I hereby certify that the thesis entitled ―A Study on Conceptual Metaphor in Economic Reports in the New York Times from the Perspective of Cognitive Linguistics‖ is my own study in the fulfillment of the requirement for the Degree of Master of Arts at Faculty of PostGraduate Studies, University of Languages and International Studies, Vietnam National University, Hanoi Hanoi, 2016 Triệu Khánh Toàn i ACKNOWLEDGEMENT For the completion of this thesis, I have been fortunate to receive invaluable support from many people First and foremost, I would like to express my sincere thanks to my supervisor, Dr Phạm Thị Thanh Thùy for her hearty guidance, valuable criticism, detailed comments and corrections, without which this work would not be completed My thanks also go to all my instructors in my M.A programs whose valuable support and knowledge have greatly contributed to the completion of this thesis Last but not least, I would love to show my gratitude to my family and friends who always give me endless encouragement Without all of them, this thesis can hardly be fulfilled ii ABSTRACT This paper critically analyses conceptual metaphors used in economic reports in the New York Times (2013-2014) from the perspective of cognitive linguistics The research aims at determining the frequency of conceptual metaphors used in economic reports, identifying the frequency of each source domain used to conceptualize the target domain of economy, and shedding light on the functions of conceptual metaphors in this field The research has found that due to its frequency, conceptual metaphor can partly feature economic reports Also, it is found that several domains such as A JOURNEY, WAR, A GAME AND SPORTS, A HUMAN BEING are more frequently used in the discussion of economic terms Furthermore, conceptual metaphors are expected to bring rhetorical effects, emotional value and conceptual function to the discourse iii TABLE OF CONTENTS CERTIFICATION OF ORIGINALITY ACKNOWLEDGEMENT ABSTRACT TABLE OF CONTENTS LIST OF TABLES PART A: INTRODUCTION 1.Rationale Objectives and scope of the study 2.1.Objectives of the study 2.2.Scope of the study 3.Significance of the study 4.Research methodology 4.1.Research questions 4.2.Research approach 4.3.Data collection and analysis 5.Design of the study PART B: DEVELOPMENT CHAPTER 1: THEORETICAL BACKGROUND 1.1.Cognitive linguistics 1.2.Metaphors CHAPTER 2: LITERATURE REVIEW 2.1.Study on conceptual metaphors 2.2.Study on conceptual metaphor in economic CHAPTER 3: RESEARCH METHODOLOGY 3.1.Research questions 3.2.Research methodology 3.2.1 Data and data collection 3.3.Research procedures CHAPTER 4: FINDINGS AND ANALYSIS iv 4.1 Frequency of conceptual metaphors denotin York Times 4.2 Frequency of different source domains in c economic reports on The New York Times 4.3 Times 60 Discussion on the value added by conceptu PART C: CONCLUSION AND IMPLICATIONS 1.Research findings 2.Implications 2.1 Implications for translation and teaching tra 2.2 Implications for teachers and students Limitations and suggestions for further study 3.1 Limitations 3.2 Suggestions for further study REFERENCES APPENDIX List of economic reports from the New York Times APPENDIX QUESTIONNAIRE v LIST OF TABLES Table Table Table Table Table vi PART A: INTRODUCTION Rationale The study of metaphor has a long history and was first established by Aristotle who considers metaphors as a way of transferring names of two objects on a basis that they share some common features In other words, metaphors can be commonly seen as a way of referring to one thing under the name of another based on their similarities (Đỗ Hữu Châu, 2005) and the scope of study is limited to literature Until recently, a new wave of studying metaphors has been proposed on the foundation of cognitive linguistics This views metaphors as a popular phenomenon permeating all aspects of languages, not only in poems and the likes The concept of conceptual metaphor has been introduced then In contrast to the previous view on literature metaphors, the system of conceptual metaphors is created automatically, unconsciously and understandably without much effort (Trần Văn Cơ, 2007) Lakoff and Johnson‘s (1980) proposed a bright example of a conceptual metaphor, LOVE IS A JOURNEY This conceptual metaphor is made up of a fixed set of well-established mappings, which is illustrated in the table below: Source domain: JOURNEY TRAVELLERS VEHICLE JOURNEY OBSTACLES ENCOUNTERED DECISIONS ABOUT DIRECTION DESTINATION OF THE JOURNEY Table 1: The mappings of conceptual metaphor LOVE IS A JOURNEY Obviously, the more concrete domain of JOURNEY helps structure ideas belonging to the target domain of LOVE Furthermore, Lakoff and Johnson (1980) also argue that knowledge of the sort specified by the conceptual metaphor is necessary for the creation and comprehension of conceptual metaphors That is to say, without such knowledge and previous experience, one would not be able to understand some concepts of the more abstract domain LOVE (Lakoff &Johnson, 1980) Similarly to the example proposed by Lakoff, many other cases of metaphors have been studied, contributing to the comparisons of metaphorical mechanism between two languages In Vietnam, Nguyễn Thị Kim Anh (2014) takes a deep look at the conceptual metaphor MARRIAGE IS A JOURNEY, which aims at facilitating the teaching of cultural aspects in foreign language teaching With the same purpose, an investigation into conceptual metaphors for life, death, and time in Vietnamese and English has been conducted by Nguyễn Thị Tú Trinh (2010) One of the most favored target domains to be described through source domains is economy It is admitted that, the world economy has never failed to win people‘s attention though it has undergone numerous ups and downs in the last few decades Hence, the economic reports in newspapers, journals and magazines have proved themselves to be an essential part of the daily life For this reason, certain linguistic features are taken into great consideration in the production of reports and articles so that ideas can be effortlessly perceived in such an abstract and abstruse field Metaphor, one of the linguistics features, commonly occurs in economic reports for the reason that metaphors facilitate readers‘ understanding of the abstract domains by means of the concrete domains (Köveces, 2002) Within the business domain, conceptual metaphors are supposed to be of great popularity since the more abstract domain of economy should be conceptualized by a number of more concrete domains For example, we usually see such a metaphoric expression as seeing just one way for Greece to go: up (The New York Times, 2014) The example illustrates the use of the concrete domain of JOURNEY to structure ideas belonging to the domain of ECONOMY Studies on such use of metaphoric expressions have been of certain extensiveness Silva Bratož (2004) conducts a comparative study of metaphor in English and Slovene used in popular economic discourse The study aims to figure out the domains used business reports in both languages to conceptualize the domain of economy Similarly, Black and Ennis (2001) carry out another study of PART C: CONCLUSION AND IMPLICATIONS Research findings After investigating a number of economic reports on the New York Times (2013-2014), the researcher comes up with some of the following conclusions, which are also the answer to three research questions posed at the beginning of the paper First of all, it must be widely accepted that conceptual metaphors are indispensable in economic reports In other words, it is undeniable that any business article can partly characterized by metaphoric expressions With the rate of roughly one metaphorical expression every 60 words in an article, conceptual metaphors prove their significance, at least in journalism discourse Furthermore, the pervasion of conceptual metaphors can not only noticed in the titles of the articles but also more remarkably in their main content This strongly suggests that conceptual metaphors not merely function as a hook to attract readers to the text If attraction were the sole function of conceptual metaphor, their rate of frequency in the main content of the article would be much slower On the other words, this highlights the fact that metaphors play an indispensable role in human conception of the world Therefore, conceptual metaphors can be used frequently during the article with a view to facilitating the process of conception in readers‘ mind The second conclusion that needs to be emphasized relates to the identification of source domains in these conceptual metaphors Totally, there are 17 source domains identified in the economic reports to denote the target domain ECONOMY These source domains include: A 66 JOURNEY, WAR, A GAME AND SPORT, A HUMAN BODY, A MACHINE OR TOOL, A PLANT, ACTING, A BUILDING, A MARRIAGE, WEATHER AND NETURAL PHENOMENON, A LEGAL COURT, HUNTING, A PARTY AND MEAL, A BUBBLE, A RIVER OR LAKE OR STREAM, FOOD AND DIGESTION, and ART This is in accordance with previous research, suggesting several common source domains used in metaphoric expressions in economic reports However, it should also be emphasized that previous research tends to ignore several source domains although their frequency is noticeably marginal Referring to different source domain, it is proved that different conceptual metaphors with different source domains can be identified at different frequency That is to say, several domains, such as A JOURNEY, A WAR, A GAME OR SPORT, and A HUMAN BEING are among the most commonly made used of, In contrast, many other domains including A PARTY AND MEAL, A BUBBLE, A RIVER OR LAKE OR STREAM, FOOD AND DIGESTION, and ART are of some scarcity The gap among frequency of different conceptual metaphors can partly explained by the characteristics of each source domain Understandably, if the source domain and the target domain of economy share a great number of similarities, that target domain will be more preferred Then reporters are prone to using it in their presentation of economic terms On the other hand, if the source domain shares fewer common characteristics, it will be a less favorite domain for the reporters to choose However, emphasis on the role of several source domains does not mean that other less frequent domains can be omitted Even the most frequently used source domain can never perfectly conceptualize the 67 domain of ECONOMY That is to say, the ECONOMY should be best described only when a flexible application of all source domains is ensured The final conclusion can be made referring to the contribution of conceptual metaphors to the texts Initially, in accordance with previous research on linguistic metaphors applied in literature, in which metaphors are considered as a figure of speech That is to say, without conceptual metaphors, the article would be much less impressive Furthermore, conceptual metaphors also play a vital role in human conception of the world In fact, the mapping between the source domain and the target domain greatly facilitate the process someone perceives an abstract concept This process is based, on the one hand, on human background experience of the source domain and, on the other hand, on the perceived similarity between the two domains That is to say, conceptual metaphors have the power that human beings are supposed to rely on if they want to perceive new abstract domains Implications The finding of this research is expected to make some contributions to the practice of article translation, together with teachers and students of English 2.1 Implications for translation and teaching translation A translator mentioned in this part of the paper refers to one whose work involves English as the target language 68 A requirement of a translator is to convey the meaning of a source language to a domain language as clearly as possible, and the product of translation process must sound native to the reader or the audience of the target language To fulfill this requirement, it is necessary that the translator master the use of conceptual metaphor in both source and target languages First and foremost, a translator needs to appreciate the value of conceptual metaphors which are to make their work more native to the readers or audience and to facilitate the process of perceiving the world Hence, the use of conceptual metaphors should be ticked as a required item in the criteria to appraise a piece of translated work In other word, conceptual metaphors should hold a significant position in the process of translating articles Secondly, translators need to construct a system of commonly used conceptual metaphors in the target language This paper is to provide translators with a list of frequent source domains denoting the target domain of economy This serves as a guideline for translator to accumulate vocabulary with a specific aim of constructing conceptual metaphors in English Finally, the practice of applying metaphors is hugely essential since the metaphoric meaning heavily depends on the context Hence, the use of a conceptual metaphor in an inappropriate context can lead to negative awkward effects 69 2.2 Implications for teachers and students Teachers of a foreign language should also appreciate the value of conceptual metaphors together with their significance It should be understood that to use a language is also to be involved in the process of conceptualization in that language, which is not a simple process for the language learners Therefore, it is the teachers‘ role to instruct students to conceptualize ideas in the target language, and it would be a big mistake if practicing conceptual metaphors was ignored Furthermore, the finding of this paper provides a range of source domains with clear illustrations for reference, and this can be included in their English lessons by the teachers with a view to providing more practice on this necessary aspect of language The finding also emphasizes the necessity to develop student‘s imagination by means of including visual aids during the lessons and encouraging students to contemplate on the provided visual aids Finally, the frequency of conceptual metaphors suggested in this paper can serve as one of the standards in assessment of students‘ ability to use the language That is to say, the teachers can rely on the number of conceptual metaphors that students create in their writing and speaking as a standard to evaluate students‘ progress in that language The above analysis has emphasized the significance of conceptual metaphors in business discourse Therefore, students of a language are supposed to appreciate the use functions of conceptual metaphors, not only in the process of creating figurative meaning but also in conceptualize new abstract ideas in the world 70 In addition, the finding suggested in this paper, including the frequency of conceptual metaphors together with a clear description of frequently used metaphors, is to provide some sorts of instruction in using conceptual metaphors Finally, the frequency rate of conceptual metaphors in a text is also a suggested criterion for students to self-evaluate their improvement in language skills Limitations and suggestions for further study Limitations Despite the writer‘s effort, there are several admitted limitations in this paper The first drawback of this paper relates to its objective, which is restricted to investigating the use of conceptual metaphors in economythemed articles As a result, the finding is rather limited and fail to satisfy all readers whose curiosity is about how conceptual metaphors functions in various discourses, such as political campaigns, sports news, and the forth, which are also matters of great concern The second limitation stems from the requirement to provide English learners with complete materials related to practicing conceptual metaphors Although this paper has suggested a list of commonly used conceptual metaphors with its frequency, learners of English as a second language still need further details Especially, practicing conceptual metaphors requires a good source of vocabulary, including words and phrases, which can often be used as realization of a conceptual metaphor That is to say, it would be more useful if the writer could provide a system of commonly used words or phrases in each conceptual metaphor 71 The third limitation relates to the data collection of 40 corpora with totally 38650 words Though the articles are chosen randomly, it is not expected that the finding can paint a complete picture of how conceptual metaphors are used economic reports In other words, it is possible that there are a number of other conceptual metaphors Therefore, it is obvious that a thorough study should be encouraged with an aim to shed better light on the picture of conceptual metaphors This is essential since it is doubted that there still exist a number of source domains that can be used in the illustration of the target domain of ECONOMY 3.2 Suggestions for further study In the realization of several limitations, some of the following suggestions can be made for further study First of all, other researchers should focus on conceptual metaphors in various fields If this expectation is fulfilled, a better and comprehensive appreciation of how conceptual metaphors work can be achieved Furthermore, the use of conceptual metaphors in different fields can be compared and contrasted, which is expected to provide a better look into some features of conceptual metaphors Secondly, in a specific field, researchers should focus intensively on several commonly used conceptual metaphors and strive to find out the frequency of words and phrases, which are supposed to be of great usefulness in construction of the conceptual metaphors This attempt is to provide English learners with a set of target vocabulary that they can use when they want to create a conceptual metaphors In other word, the bank of useful expressions for economic reports can be suggested as a guideline for students 72 It can also be noted that the results of investigation into frequency of expressions in each conceptual metaphors can lead to the construction of word-cloud, which is a way to present frequency of expressions in a specific domain Finally, contrastive analysis of how conceptual 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JP Morgan‘s Directors Feel Heat In a Vote A New Fed Thought for ‗Too Big to Fail‘ Banks: Shrink Them SAC Says It Will Begin Clawing Bank Compensation in Insider Trading Cases A Box of Tools for Start-ups Shell Makes a Heavy Bet On a Boom in Natural Gas European Banks show Signs of Health Despite the Broader Malaise Looking Beyond Crisis, Deutsche Bank Issues Shares to Shore Up Its Books In Venture Capital Deals, Not Every Founder Will Be a Zuckerberg 10 11 12 13 14 15 16 17 18 19 Deutsche Bank Posts a Profit and Agrees to Raise Its Capital Reserves Kodak Sponoffs Clear Path For Exit From Bankruptcy New York Seeks to Press Trial of A.I.G‘s Ex-Chief Down Payment Rules Are at Heart of Mortgage Debate Research Suggests Women Are Asking for Raises, but Men Get Them More 78 20 At the S.B.A., Disaster Loans Continue, but Little Else 21 More Thoughts on Growing Your Business — and Helping Employees 22 Finance Magnates Among Top Donors in 2013 23 US Steel Producers Win Anti-dumping Case 24 Chinese Graduates Say No Thanks to Factory Jobs 25 Japan‘s Role in Making Batteries for Boeing 26 Challenging the deal for dell 27 In Europe, Mounting Debt May Push Companies to Public Markets 28 Why More Start-Ups Are Sharing Ideas Without Legal Protection 29 Chrysler Expected to Post Strong Profit for Quarter 30 E-Commerce Competition Intensifies in China 31 A Sneaky Path Into Target Customers‘ Wallets 32 Dreams of a More Streamlined Car-Buying Process, With Technology as Facilitator 33 Hiring Rises, but Number of Jobless Stays High 34 Yahoo Rolls the Dice on TV 35 Concentrated Markets Take Big Toll on Economy 36 Amazon Absorbing Price Fight Punches 37 Alibaba to Buy Remaining UCWeb Shares 38 Retailers Try Offering Expertise Online Along With Products 39 Wall Street Banks and Private Equity Firms Compete for Young Talent 40 China Builds Financial Ties to Neighbors 79 APPENDIX QUESTIONNAIRE I would like to send you my sincere thanks for participating in this survey This survey is part of the researcher‘s attempt to investigate the value of conceptual metaphors used in economic articles Please follow the instruction A short interview after the completion of this questionnaire is expected These pairs of sentences are extracted from economic reports In each pair of the following sentences, choose one that you prefer to read 10 a Those steps helped the bank‘s first quarter result b Those activities helped the bank‘s first quarter result a When the Internet bubble burst, the company underwent rocky times b When the Internet bubble burst, the company underwent rocky times a It is unclear whether any of the projects would encounter legal obstacles in disrupting the traditional dealer network b It is unclear whether any of the projects would encounter legal difficulties in disrupting the traditional dealer network a The battle between the two financial giants had its beginnings b The competition between the two financial giants had its beginnings a Sergio P Ermotti, the chief executive, cautioned that it was ―too early to declare victory,‖ but said the earnings showed the company‘s ―business model works in practice.‖ b Sergio P Ermotti, the chief executive, cautioned that it was ―too early to declare victory,‖ but said the earnings showed the company‘s ―business model works in practice.‖ a Under the current rules, large banks have to hold a pool of assets they can theoretically sell quickly to cover any outflows that occur in a turbulent period in the markets b Under the current regulations, large banks have to hold a pool of assets they can theoretically sell quickly to cover any outflows that occur in a turbulent period in the markets a The creator of Perch, an application that helps businesses track social media commentary about them and other businesses b The creator of Perch, an application that helps businesses track social media commentary about them and their competitors a The first-quarter results on Thursday are expected to be hurt by a shutdown at a Nigerian L.N.G b The first-quarter results on Thursday are expected to be affected by a shutdown at a Nigerian L.N.G a Slowing sales of the iPhone combined with strong sales of Samsung‘s new flagship phone, the Galaxy S4, may catapult Samsung to the top spot b Slowing sales of the iPhone combined with high sales of Samsung‘s new flagship phone, the Galaxy S4, may catapult Samsung to the top spot a Samsung‘s mobile business is growing fast b Samsung‘s mobile business is developing fast Thank you very much for your cooperation ! 80 ... life, and only conceptual metaphors found in economic reports are analyzed Despite the abundance of economic magazines and journals, this paper focuses only on the articles from the New York Times. .. also analyses the use of conceptual metaphors in advertising slogans of several cell phone brands Mostly, the research aims at providing a classification of conceptual metaphors in advertising... later in this paper 4.1.2 Frequency of conceptual metaphors denoting ECONOMY in main contents of economic reports on New York Times A glance at how conceptual metaphors are made great used of