Linguistic and Semiotic Metaphor Parameters in Professional Discourse

Abstract

The aim of the article is to identify and analyze the linguistic and semiotic parameters of metaphors in the English professional discourse, to reveal the semiotic and linguistic potential of professional metaphors in conveying the business world significance and to study the mechanisms of the impact of professional metaphors on various target audience. This goal is achieved by referring to modern scientific both domestic and foreign studies of metaphor, linguistic semiotics and professional discourse. The relevance of the present study is determined by the necessity to understand the essence and main semiotic features of the metaphor used in the English professional discourse. As an empirical material, a bank of metaphors (1234 units) from the Economist is used. The novelty is the fact that metaphors in professional discourse are described as special signs of the semiotic continuum, 4 semantic groups and 23 subgroups are identified and analyzed. The authors have identified that metaphors are not used only as an independent cognitive resource in business, but also as a special sign that acts as a constructive foundation for business as a whole. They conclude that the metaphorization process in professional discourse provides a special algorithm for understanding social phenomena. Moreover, the authors argue that professional metaphors should be seen as conceptual frames applied to organizations to promote understanding, generate new meanings, and enable business and economic change, considering the advantages of second level professional metaphors.

Keywords

• semiotics
• metaphor
• sign
• professional discourse
• axiology
• cognition
• mass media