This study examines the meaning attributed to the contribution of technology to pedagogical practices from the perspective of school ICT leaders. While previous studies use metaphors for bottom-up ...exploration, this study employs an innovative combination of bottom-up and top-down metaphor analysis based on two frameworks: (a) metaphors of general learning (Paavola, Lipponen, & Hakkarainen, 2004)-acquisition, participation, and knowledge creation, and (b) metaphors of digital learning (Shamir-Inbal & Blau, 2016)-toolbox, active player, creative mind, shared desktop, and inter-connected world. Semi-structured interviews were conducted with 13 ICT leaders, including eight elementary school ICT coordinators and five regional ICT coordinators. All three metaphors of general learning and five digital learning metaphors were found in perspectives and pedagogical practices reported by the interviewees. However, the prevalence of each metaphor and the intersections of general and digital learning metaphors were quite different. The analysis based on metaphors shed light on the perspectives of ICT leaders regarding the meaning and nature of learning processes and on pedagogical practices in their schools.
Textual data require an analytical trade-off between breadth and depth. Automated approaches locate patterns across large swaths of data points but sacrifice qualitative insight because they are not ...well equipped to deal with context-determined ways to express meaning, like figurative language. To strengthen the power of automated text analysis, researchers seek hybrid methodologies that combine computer-augmented analysis with sociocultural researcher insights based on qualitative textual interpretation. This article demonstrates a new method, which the authors term metaphor-enabled marketplace sentiment analysis (MEMSA). Building on existing automated text analysis methodologies linking word lists to sentiments, MEMSA adds metaphors that associate topics with sentiments across domains. Using MEMSA, researchers can leverage the sentiment potential of these located metaphors and scale insights to the level of big textual data by employing a dictionary approach enhanced by a specific and useful linguistic property of metaphors: their predictable structure in text (something is something else). This article shows that metaphors add associative detail to sentiments, revealing the targets and sources of sentiments that underlie the associations. Understanding nuanced market sentiments enables marketers to identify sentiment-based trends embedded in market discourse, so they can better formulate, target, position, and communicate value propositions for products and services.
This paper examines the cartoons of Marco Tibasima, which portray the education system of Tanzania as dysfunctional and heading towards a bleak future. Through cartoons published in Habari Leo, NGO ...booklets, and on his blog, Tibasima provides a diagnosis of the ailing education system in Tanzania. Drawing on conceptual metaphor theory, this study identifies different elements of metaphors and metonymy in his cartoons. The cartoons included depict crowded and dilapidated classrooms, inadequate resources, an obsession with exams, the abuse of students, and demoralized and overworked teachers. Since education prepares people for the future, the paper argues that concern for the quality of education is essentially a concern for the future. The commentary implicitly invites the reader to imagine the consequences of the current state of Tanzanian education. Although the critical cartoons do not present programmatic proposals, they are very forward-looking and include an early warning.
The career of metaphor hypothesis advanced by Gentner et al, which describes differences in cognitive processing between metaphors encountered for the first time (novel metaphors) and metaphors ...encountered frequently (conventional metaphors), is applied to diverse relationships between instrumental music and the voice. A general account of musical metaphors hypothesizes that historical controversies over music's capacity to communicate extramusical meaning are rooted in the problematic conceptual metaphor Meaning is Content and may be allayed by adopting an alternative, Meaning is Mapping. Historical practices of modelling instrumental performance and composition on the voice (e.g. cantabile, The Singing Style) are conceived as conventional metaphors and various contemporary approaches to voice-based instrumental and electroacoustic composition are conceived as novel metaphors. A brief survey of contemporary practices illustrates some of the ways recent music has exploited vocality with examples from recent repertoire, and points of comparison between conventional and novel approaches to vocality are summarized.
The study aims to discover lexical metaphors in Westlife's selected song lyrics. Specifically, it was to reveal the types and source domains of the metaphors. Swear It Again, If I Let You Go, Flying ...Without Wings, I Have a Dream, and Fool Again, which are the legendary boy band's most popular songs according to TraxFM (2017), were selected as the data sources. The study applied the qualitative descriptive method, the study focused on exploring the nature of the study object as proposed by Kothari (2004). Since the phenomena investigated are metaphors in song lyrics, the study adapted Schmitt's (2005) concept of metaphor analysis. The study's data are all metaphors in the five songs of Westlife (Swear it Again, If I Let You Go, Flying Without Wings, I Have a Dream, and Fool Again), which TraxFM (2017) considers as the boy band's best songs ever. The data MIP-Praglejazz was employed to identify the metaphors in those selected song lyrics. The study found: (1) the selected song lyrics contained 15 structural, 24 ontological, and only two orientational metaphors; (2) Most of the metaphors have a concrete thing as their source domain, such as living thing, traveler, place, flame, sunrise, container, bird, and object. It can be inferred that: (1) the song lyrics are dominated by ontological and structural metaphors, and (2) the metaphors are mainly constructed of concrete concepts, which humankind are so familiar with in their daily life. Detailed findings will be presented, and their implications will be discussed.
Abstract Such a universal yet abstract concept as time can show variation in metaphorical language. This research focuses on metaphorical language within the framework of the cognitive metaphor ...theory, investigating the image of time through a contrastive cross-linguistic approach. This study attempts to identify genitival components associated with time in a metaphorical context, with a focus on image-based metaphors e.g. the teeth of time or the river of time. The hypothesis is that certain patterns of lexicalization of cognitive processes related to time could differ in Hungarian, English and Finnish, and to support this claim cognitive underpinnings of metaphors are investigated using an empirical corpus-based method.
Brand Performances in Social Media Singh, Sangeeta; Sonnenburg, Stephan
Journal of interactive marketing,
11/2012, Volume:
26, Issue:
4
Journal Article
Peer reviewed
Open access
The branding literature has long recognized the power of storytelling to provide meaning to the brand and practitioners have used storytelling to enhance consumers' connections with brands. The ...premise of brand storytelling has been that the story and its content, production, and distribution are the brand owner's realm and the consumer primarily a listener. The emergence of social media has changed the consumers' role in storytelling from that of a passive listener to a more active participant. Our paper uses the metaphor of improvisation (improv) theater to show that in social media brand owners do not tell brand stories alone but co-create brand performances in collaboration with the consumers. The first and foremost contribution of such a conceptualization is that it offers a semantic framework that resolves issues in storytelling, demonstrates the necessity of co-creation in storytelling, and identifies the core of an inspiring story. The improv theater metaphor also helps identify the following three propositions relevant for branding in social media: (i) the process of improvisation is more important than the output, (ii) managing brands is about keeping the brand performance alive, and (iii) understanding the audience and its roles is the prerequisite for a successful brand performance.
► Improv theater is used as a framework to understand brands in social media. ► Issues in storytelling are resolved and three propositions suggested. ► Proposition 1: Process of improvisation is more important than its output. ► Proposition 2: Managing brands is about managing tension. ► Proposition 3: Understanding the audience is the key to meaningful brand performances.
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