Analysing the Digital World and its Metaphoricity: Cybergenres and Cybermetaphors in the 21st Century
Barra lateral del artículo
Contenido principal del artículo
Resumen
The World Wide Web (WWW) has revolutionised the field of communication, to the extent that it has become the most preferred medium. The Internet itself has wrought a transformation driving the digital environment forward, from a repository of information where static published content remains to information that can be uploaded and downloaded.
The Internet has had a huge impact in recent years, significantly affecting the linguistic field since the virtual world has instigated scholars to explore users’ interaction with Cybergenres (Girón-García & Navarro i Ferrando, 2014; 2015). Accordingly, in Cognitive Linguistics, some authors have suggested that frames and other types of Idealised Cognitive Models (ICMs) already active in the users’ conceptual system may guide online navigation patterns, resulting in new forms of literacy (i.e. ‘Digital Literacy’). Accordingly, social networks and webpages tend to display words and expressions such as “pin”, “board”, “friend”, “gift card”, “shopping cart”, etc. which since the beginning of the Internet era have been used in a new sense. These words and expressions represent mental models that have been transferred from traditional domains onto digital domains (i.e. the Internet domain).
This study aims to describe and analyse how these previous cognitive models give coherence to different types of cybergenres in English - e.g. social networks, MOOC, Cybertask, weblog, and ‘marketplace’ web pages. In particular, this paper recognises the metaphorical models that are used in the digital context (i.e. Cybergenre), and describes and classifies conceptual connections between the source domain (i.e. ICMs) and the target domain (i.e. the Internet).
With that objective in mind, certain social networks (e.g. ‘Pinterest’, ‘Facebook’, ‘Instagram’) and ‘marketplace’ web pages (e.g. ‘Amazon’, ‘eBay’) are analysed to test the hypothesis that metaphorical models give coherence to their organization and structure.
In this vein, the description and classification of those conceptual projections may unveil a link between the digital world and traditional conceptual representations. The results obtained from this analysis may help us to understand the connection between the previous cultural representations and the digital environment; as well as helping virtual users to develop their Digital Literacy in this virtual context.
Descargas
Detalles del artículo
Se utiliza una licencia de derechos de autor CREATIVE COMMONS de acceso abierto.
Aquellos autores/as cuyos trabajos sean publicados por esta revista esta revista, aceptan los términos siguientes:
- Los autores/as conservarán sus derechos de autor y garantizarán a la revista el derecho de primera publicación de su obra, el cuál estará simultáneamente sujeto a la Licencia de reconocimiento de Creative Commons CC BY SA que permite a terceros compartir la obra siempre que se indique su autor y su primera publicación esta revista.
- Los autores/as podrán adoptar otros acuerdos de licencia no exclusiva de distribución de la versión de la obra publicada (p. ej.: depositarla en un archivo telemático institucional o publicarla en un volumen monográfico) siempre que se indique la publicación inicial en esta revista.
- Se permite y recomienda a los autores/as difundir su obra a través de Internet (p. ej.: en archivos telemáticos institucionales o en su página web) antes y durante el proceso de envío, lo cual puede producir intercambios interesantes y aumentar las citas de la obra publicada.
Citas
Bateman, J.A. 2008. Multimodality and Genre: A Foundation for the Systematic Analysis of Multimodal Documents. London: Palgrave Macmillan.
Caballero, M.R. 2008. Theorizing about genre and cybergenre. CORELL (Computer Resources for Language Learning) 2: 14-27. http://www.ucam.edu/corell/issues/RCaballero.pdf.
Caballero, M.R. 2017. Genre and metaphor: use and variation across usage events. The Routledge handbook of metaphor and language. Elena Semino & Zsófia Demjén. pp. 193-205. ISBN 9781138775367 Milton Park, Abingdon, Oxon New York, NY: Routledge.
Casakin, H. 2019. Metaphors as Discourse Interaction Devices in Architectural Design. Buildings, 9(52), 1-14.
Croft, W. & Cruse, D.A. 2004. Cognitive Linguistics. Cambridge University Press.
Esbrí-Blasco, M., Girón-García, C. & Renau, M.L. In press, 2019. Metaphors in the digital world: The case of metaphorical frames in ‘Facebook’ and ‘Amazon’. ISBN 978-3-11-062588-2. Series: Applications of Cognitive Linguistics, nº 39. Mouton de Gruyter.
Fillmore, C.J. 1982. Frame semantics. In The Linguistics Society of Korea (Ed.), Linguistics in the Morning Calm (pp.111-137). Seoul: Hanshin.
Fillmore, C.J. & Baker, C. 2009. A Frames Approach to Semantic Analysis. In Bernd Heine and Heiko Narrog (ed.) The Oxford Handbook of Linguistic Analysis. Oxford University Press, 313-340.
Frow, J. 2015. Genre. London; New York: Routledge, Taylor & Francis Group.
Girón-García, C. 2013. Learning Styles and Reading Modes in the Development of Language Learning Autonomy through ‘Cybertasks’. ISBN 9788469591796. Barcelona. Ed. Universitat Jaume I. (http://hdl.handle.net/10803/125440 ).
Girón-García, C. & Navarro i Ferrando, I. 2014. Digital literacy and metaphorical models, Multidisciplinary Journal for Education, Social and Technological Sciences, Vol. 1, 2: 160-180.
Girón-García, C. & Navarro i Ferrando, I. 2015. Metaphorical models, cybergenres and strategic modes in virtual space, Studia Universitatis Petru Maior. Philologia 19: 32-43.
Hampe, B. (Ed.). 2017. Metaphor: Embodied Cognition and Discourse. Cambridge: Cambridge University Press. Doi: 10.1017/9781108182324.
Kövecses, Z. 2006. Language, Mind and Culture. A Practical Dictionary. Oxford et al.: Cambridge University Press.
Kövecses, Z. 2010. Metaphor: A Practical Introduction. (2nd Ed.) New York: Oxford University Press.
Kövecses, Z. 2015. Where metaphors come from. Reconsidering Context in Metaphor. ISBN 9780190224868. Oxford, UK: Oxford University Press.
Kövecses, Z. 2017. Levels of metaphor. Cognitive Linguistics 28(2): 321-347.
Kress, G. 2004. Literacy in the new media age. London: Routledge.
Lakoff, G. & Johnson, M. 1980. Metaphors We Live By. Chicago: University of Chicago Press.
Langacker, R.W. 1987. Foundations of Cognitive Grammar. Volume I: Theoretical Prerequisites. Stanford, CA: Stanford University Press.
Navarro i Ferrando, I. & Silvestre-López, A.J. 2009. Cybergenre Representation and Metaphorical ICMs of Feature Websites in English. En M. Navarro-Coy (ed.) Practical Approaches to Foreign Language Teaching and Learning, Berlin/NY: Peter Lang, 269-292.
Navarro i Ferrando, I., Villanueva-Alfonso, M.L., Girón-García, C. & Silvestre-López, A.J. 2008. Cybergenres and Autonomous Language Learning: Pragmatic Strategies and Cognitive Models in the Production and Processing of Digital Genres. INTED2008 Proceedings. International Association for Technology, Education and Development, IATED. 1, 777-786.
Posteguillo, S. 2003. Netlinguistics: an analytical framework to analyse language, discourse and ideology in Internet. Castelló de la Plana: Publicacions de la Universitat Jaume I.
Petruck, M.R.L. 1996. ‘Frame semantics’ in Jef Verschueren, Jan-Ola Östman, Jan Blommaert, and Chris Bulcaen (eds.) Handbook of Pragmatics. Philadelphia: John Benjamins. Pp. 1-13 (15) (PDF) Reframing framenet data. Available from: https://www.researchgate.net/publication/228457604_Reframing_framenet_data [last accessed: April 15 2019].
Ruppenhofer, J., Ellsworth, M., Petruck, Miriam, R.L.J., Christopher R., & Scheffczyk, J. 2010. FrameNet II: Extended Theory and Practice. FrameNet Project, September.
Seeber, K. 2015. Teaching “format as a process” in an era of Web-scale discovery. Reference Services Review, 43(1), 19-30.
Shepherd, M. & Watters, C. 1998. The Evolution of Cybergenres. Proceedings of the Thirty-First Annual Hawaii International Conference on System Sciences-Volume 2. pp. 68-78.
Summey, D.C. 2013. Developing Digital Literacies. A Framework for Professional Learning. SAGE Publications Ltd. London, UK.
Taylor, J.R. 1989. Linguistic Categorization. Prototypes in Linguistic Theory. Oxford: Clarendon (2nd Ed. 1995).
Taylor, J.R. 2002. Cognitive Grammar. Oxford: Oxford University Press.
Yates, J. & Orlikowski, W.J. 1992. Genres of organizational communication: A structurational approach to studying communication and media. Academy of Management Review. 17(2): 299-326.