A wave of metaphors: image and visual metaphors in cartoons from a cognitive-discursive perspective

Abstract

This paper aligns with a field of research that deals with the use of multimodal metaphors from a cognitive-discursive perspective. In this context, we aim to investigate the role played by images in the instantiation of cross-domain mappings in a particular genre. Specifically, we describe and analyze the cognitive-discursive nature and functioning of visual metaphors in political and social cartoons. This paper first explores the concepts of image schemas, image metaphors, and visual metaphors, as well as the notion of metaphoricity in discourse. We then carry out the analysis of multimodal metaphors in a corpus of editorial cartoons that depict the Covid-19 pandemic, and other related issues within social and political contexts. Some of our findings suggest that cartoons often evoke multilayered off-line frames, image metaphors and conceptual metaphors in order to enhance the persuasive power of their semiotic arrangement, especially by inviting their audience to actively participate in meaning-construction processes

Metaphorical representation of coronavirus in Spanish and Brazilian cartoons

“…Therefore, the presence of this source domain in our analysis of the metaphorical representation of coronavirus in Spanish and Brazilian cartoons coincides with previous research in the identification of the conceptualization of this virus as a belligerent entity (Craig, 2020;Crespo-Fernández, 2021;Semino, 2021;Vereza & Dienstbach, 2021). About the persuasive power of the WAR metaphor, Charteris-Black argues that references to wartime make people feel like the situation requires a community effort, that "everyone is in it together" (2021: 50).…”

“…Interestingly, Semino (2021: 51) also mentions that the high productivity of the use of "war metaphors" in prior outbreaks of diseases is also observed regarding Covid-19. Vereza and Dienstbach (2021) in their analysis of social and political cartoons in the context of the Covid-19 pandemics also identified the WAR metaphor as a productive one.…”

“…Semino (2021) argued that a particularly appropriate and versatile metaphor to talk about this virus is that of Covid-19 as a fire, more specifically, a destructive and hard-to-control fire. Vereza and Dienstbach (2021) investigate the role played by images in the instantiation of cross-domain mappings in social and political cartoons in the context of the pandemics. Finally, Charteris-Black (2021) gave a comprehensive overview of how metaphor and language drew on moral frames and the nature of those moral frames on which they relied during the coronavirus pandemic.…”