<abstract xmlns="http://www.w3.org/1999/xhtml"><p>Under the theoretical wing of Conceptual Metaphor Theory and Critical Metaphor Analysis we deal with one specific aspect of economic discourse in English in an attempt to draw attention to the distinctively gendered metaphor of SLENDERNESS on which the concept of the ideal company is based today. The analysis is based on the notion of <italic>downsizing </italic>and metaphorical expressions that give linguistic voice to the LEAN IS HEALTHY metaphor. Our aim is to demonstrate how ideological values are subtly intertwined with metaphors in economic discourse, so that seemingly harmless metaphors support and reconstruct an aspect of social reality- an androcentric world view.</p></abstract>

Under the theoretical wing of Conceptual Metaphor Theory and Critical Metaphor Analysis we deal with one specific aspect of economic discourse in English in an attempt to draw attention to the distinctively gendered metaphor of SLENDERNESS on which the concept of the ideal company is based today. The analysis is based on the notion of downsizing and metaphorical expressions that give linguistic voice to the LEAN IS HEALTHY metaphor. Our aim is to demonstrate how ideological values are subtly intertwined with metaphors in economic discourse, so that seemingly harmless metaphors support and reconstruct an aspect of social reality- an androcentric world view.

Metaphors and Ideology – Gendered Metaphors in Economic Discourse

University of Belgrade Kamenička 6, Belgrade, Serbia

Gender Studies

{"article-title":"Metaphors and Ideology \u2013 Gendered Metaphors in Economic Discourse"}

Under the theoretical wing of Conceptual Metaphor Theory and Critical Metaphor Analysis we deal with one specific aspect of economic discourse in English in an...

Metaphors and Ideology – Gendered Metaphors in Economic Discourse

Published Online: Dec 28, 2012

Page range: 207 - 219

DOI: https://doi.org/10.2478/v10320-012-0019-4

This content is open access.