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1.2.Teconceptofconcept
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thebackdropofthecommercialeventframethatencompassesgeneralinformation
aboutbuyers,sellers,prices,money,bargains,andthelike(UngererandSchmid
2006).Framescontainidealizedknowledgethatreferstothemosttypical,ifnot
conventionalized,instantiationsofacategoryinavarietyofcontextsandisshared
bymembersofsocialandethnicgroups,aswellasspeechcommunities.Framesare
alsocapableofimposingspecificperspectivesonthesubjectmatterbyhighlighting
relevantaspectsandprovidingasenseofhistory,e.g.widow(Kövecses2006).
Finally,althoughmuchbroaderinscope,framesarecloselylinkedtoprototypes.
Aframethatrepresentsatemplateforspecificactivitiesandlorsituationsis
calledascriptorculturalroutine.Itcontainstypicalscenarioswithdetailshaving
todowithwhathappenswhenweengageinspecificactivities,suchasshopping
oreatingout.Scriptsmakecommunicationeconomicalsincetheyprovidethe
so-calledbackgroundknowledge;thatis,informationthatenablesinterlocutors
tonegotiatemeaningandinferwhathasnotbeenstatedexplicitlyorverbalized
(Singleton1999).Tisisequallyrelevanttospokenandwrittendiscourse.
Fromthestandpointofthisdebate,theframe-basedapproachdoesnot
makeacategoricaldistinctionbetweenlinguisticandnon-linguisticknowledge.
Consequently,analysesoflexicalmeaningsdrawonthesamepoolofinformation
asthoseofconceptualcategories.
1.2.4.Conceptualmetaphorandimageschemas
Moreextremeconflationofconceptualandlinguisticrepresentationshasbeen
proposedbyLakofandJohnson’s(1980)theoryofconceptualmetaphor.Tetheory
positsthat“themetaphor[is]notafigureofspeech,butamodeofthought”(Lakof
1993:210).Accordingly,thepatternsfoundinlinguisticexpressionsareassumedto
representstableassociations,i.e.mappingsbetweenconceptualdomains.Moreover
andtruetothedefinitionofthemetaphor,mappingsthatbelongtoamoreconcrete
sourcedomain,suchasjourney,tendtostructureamoreabstracttargetdomain,
e.g.love.Tounderstandthispoint,oneneedstoturntothedomainoftimeand
itscommonlinguisticportrayalbymeansofspaceandlorspatialdistance,asin
alongconcertandashortlecture(CasasantoandBoroditsky2008).2Temetaphor
isasymmetrical,i.e.featuresofthesourcearetransferredtothetargetbutnotthe
otherwayround.Interestingly,thesameasymmetricaldependencyhasbeenfound
innon-linguistictasksinvestigatingtheperceptionoftime.
Tepracticalimplicationoftheconceptualmetaphortheoryisthatdespite
beingtraditionallyregardedastheprovinceofpoets,metaphorpervadesordinary
2Tisisaninterestingmetaphorbasedonmappingsbetweentwonon-physicaldomains.What
makesspaceanappropriatesourcedomainfortimeisitsperceptibility,whichinturnmakesitless
abstract.ForadiscussionofthemetaphoricalnatureofspaceseeSzwedek(2009).