Students understand how metaphor structures language, audiovisual discourse, and cognition – both systematically and creatively: (1) they know, and can apply, key concepts pertaining to (multimodal) metaphor; (2) they are familiar with research by experts in the field; and (3) they are aware of central debates, controversies, and cutting-edge research questions in metaphor studies, and can engage with these.
Cognitivists in the humanities chart, and generalize about, how human thinking is reflected in discourse. Such discourse is less and less purely verbal in nature. Cognitivist assumptions include that thinking (1) is strongly rooted in the particularities of the human body (“embodiment,” with links to sociobiological and evolutionary approaches) but also reflects cultural knowledge; (2) comprises both emotional and rational processing; (3) can initially be studied without taking recourse to ideologically charged explanatory models. Contemporary metaphor theory, rooted in cognitive linguistics, has contributed substantially to the development of the cognitivist paradigm, since metaphor is nowadays considered a phenomenon of thought rather than language. But even today only few scholars examine non verbal metaphors – although their number is growing (cf. Forceville & Urios-Aparisi, eds, Multimodal Metaphor, Mouton de Gruyter 2009). Seminal studies of linguistic and conceptual metaphor will be discussed, in order to show how metaphor can be theorized in non-verbal (mainly visual, but also musical and sonic) and partly-verbal/ multimodal discourse. Focusing on multimodal metaphor helps theorize (1) “multimodality” – a rapidly developing area of interdisciplinary research; (2) narration & argumentation involving visuals; (3) non-verbal “figures of depiction.” Texts discussed during the seminar comprise Biblical/Q’uoran excerpts, advertising, feature film, comics & manga, and cartoons.
Recent and forthcoming talks and publications
[Last updated: 9-12-17]
ChF nowadays posts preprints of articles and chapters on Researchgate and on Academia.edu.
Occasionally, news will still be posted here.
ChF still regularly updates the bibliography on this blog/site.
Tseronis, Assimakis, and ChF, eds (2017). Multimodal Argumentation and Rhetoric in Media Genres. Amsterdam: Benjamins.
Tseronis, Assimakis, and ChF (2017). “The argumentative relevance of visual and multimodal antithesis in Frederick Wiseman’s documentaries.” In: Tseronis and Forceville (eds), 165-188.
Tseronis, Assimakis, and ChF (2017). “Introduction: Argumentation and rhetoric in visual and multimodal communication.” In: Tseronis and Forceville (eds), 1-24.
Tseronis, Assimakis, and ChF (2017). “Arguing against corporate claims visually and multimodally: The case of subvertisements.” Multimodal Communication 6(2). DOI: 10.1515/mc-2017-0008.
ChF (2017). “From image schema to metaphor in discourse: The FORCE schemas in animation films.” In: Beate Hampe (ed.), Metaphor: From Embodied Cognition to Discourse (239-256). Cambridge: Cambridge University Press. Doi: 10.1017/1108182324.
Cornevin, Vanessa, and ChF (2017). “From metaphor to allegory: the Japanese manga Afuganisu-tan.” Metaphor and the Social World 7(2): 235-251. DOI: 10.1075/msw.7.2.04cor
ChF (2017). “Interactive documentary and its limited opportunities to persuade.” Discourse, Context & Media 20: 218-226 (guest editors of special issue “Media Evolution and Genre Expectations”: Tuomo Hiippala & Chiao-I Tseng). http://dx.doi.org/10.1016/j.dcm.2017.06.004
ChF (2017). “Visual and multimodal metaphor in advertising: cultural perspectives.” Styles of Communication 9(2): 26-41. (http://stylesofcomm.fjsc.unibuc.ro/)
Under the supervision of ChF, Esther Heerikhuisen, Dara Dharmaperwira, Coen Balkestein and others (HKU students/Keywi made the short (3’33”) educational animation “The art of story-telling (part III): time.” (https://www.youtube.com/watch?v=TnH0CUvUS1Q&feature=youtu.be) in June 2017. Part I focuses on characters; Part II on places.
ChF is working on a monograph applying relevance theory to mass-communicative pictures/visuals. Its working title is *Analyzing Visual and Multimodal Mass-Communication: A Pragmatic Model* for Oxford UP. Planned publication in 2018.