جستجوی مقالات مرتبط با کلیدواژه « Multimodal Metaphor » در نشریات گروه « ادبیات و زبان ها »

Cartoons are media tools published in many newspapers, magazines, Internet news websites and even virtual networks on various fields and themes. They play an important role in expressing and mediating different political, social, economic and cultural concepts. Conceptual metaphor and blending, as cognitive processes and communicative-discursive tools, are frequently used in cartoons. These metaphors are often pictorial or verbal-pictorial. The present study investigated a sample of political cartoons published in Fars news agency based on the framework of Conceptual Metaphor Theory (Lakoff & Johnson, 1980), Multimodal Metaphor Theory (Forceville, 1994, 1996, 2009) and Conceptual Blending (Fauconnier & Turner, 2002). The aim of the study is to analyze the role and importance of conceptual metaphor and blending in political cartoons to determine how cognitive, communicative and discursive aspects of metaphors interact with each other in these cartoons. The results of the research show that the metaphor ‘JCPOA is a patient’ adopted from Hassan Rouhani’s speech may give rise to several conceptual mappings between the two conceptual spaces of ‘surgery room’ and ‘JCPOA agreement’ and the argumentative function of this metaphor may well justify Iran's decision to reduce its commitments under JCPOA.

The development of cognitive metaphor theory by Lykoff and Johnson led to much research on metaphor, and was pursued by Forceville with research on visual and multidimensional metaphor. This study in a descriptive-analytical framework to assess the appropriateness of the Forceville framework for analyzing Arbaeen Arabic posters, expressing the similarity of origin and destination in Multidimensional metaphors are used to convey cultural and value concepts through a combination of image and text, with the ultimate goal of creating a cognitive motivation for the Arbaeen. For this purpose, by reviewing about 30 posters in news agencies with Arbaeen content, three posters containing metaphorical concepts were selected and then the posters were examined in terms of matching the metaphorical concept at the level of words and images. Findings show that Arbaeen advertising posters have metaphorical and pictorial schemas; they all have both visual and linguistic components that communicate and complement each other. In posters, the text has a reinforcing function rather than a purely stabilizing function. In addition to linguistic information, other information of the same type of images along with the cultural context helps to establish the factors in the images.

Political cartoons are powerful and effective tools that serve to express the political concepts and views. They use cognitive mechanisms of conceptual metaphor, metonymy and blending abundantly. For the past eight years, ‘JCPOA’ has been the most important issue in Iran's foreign policy, which has also been widely reflected in domestic political cartoons. One of the issues that became a dispute between the United States and other countries member of “Joint Comprehensive Plan of Action” (JCPOA), in 2020 is the “Trigger Mechanism”. In the present research, two political cartoons on the subject of trigger mechanism from Tasnim News Agency have been extracted and investigated within the framework of three theories of Conceptual Metaphor (Lakoff & Johnson, 1980; Lakoff, 1993), Multimodal Metaphor (Forceville, 1996, 2006, 2009) and Conceptual Blending (Fauconnier & Turner, 2002). The results of the study show that one of the cartoons is formed around the conceptual blending of two mental spaces of “beggary” and “activation of the trigger mechanism”, while the other is based on metaphor “THE TRIGGER MECHANISM IS A GUN”. In addition to conceptual metaphor and blending, two basic conceptual metonymies are also found in cartoons: One is “PERSON FOR COUNTRY/ GOVERNMENT” and the other is “PLACE FOR INSTITUTION/ ORGANIZATION”. Using these cognitive mechanisms, the cartoonist portrays Trump and his government’s attempt to activate the trigger mechanism as a desperate effort that is doomed to failure.

This article studies verbo-pictorial metaphors in some informative Persian posters، based on Forceville''s cognitive approach to multimodal metaphors. Semiotic and social semiotic studies of nonverbal aspects of message were started respectively by Barthes and Kress and Van Leeoven. However، first in the cognitive semantics، a number of researchers، like Forceville (1994)، began studying visual، pictorial، and multimodal aspects of metaphors from a cognitive semantics point of view. Till now، there are little investigations in Persian verbo-pictorial metaphors from this perspective، though many ones are reported in some other languages. In finding the appropriate required data، among eighteen informative categories in Hafteh Informative Poster Website، five subjects were selected. For each subject (total N=236) one poster was selected. The research questions involve: How verbo-pictorial metaphors appear in Persian posters? How the existing pictures and texts interact to represent multimodal metaphors in the selected informative posters? And finally، what is the pragmatic effect of their interaction on conveying the poster message? The results show that the selected posters contain one or more cognitive mechanisms like metaphor، metonymy، symbol، and image schema. The verbal and pictorial metaphors have complementary، though proportionately various، roles in conveying the informative messages of posters. The similarity of source and target domains of verbo-pictorial metaphors are realized either through physical resemblance، filling a schematic slot unexpectedly، and simultaneous cuing of these concepts. Moreover، this study shows that metaphors of this small corpus play informative function in the posters. The pragmatic role of metaphors is performed by both pictorial and verbal modes، though the anchorage role of the text used in these posters is various and cannot be identified clearly.