Conceptual Metaphor Theory

Conceptual Metaphor Theory was proposed by Communication scholars Lakoff and Johnson in 1980. Different from the Communication scholarship of the time, Lakoff and Johnson’s theory posits that metaphors function as relational devices. They claim that the way in which we, as humans, think about the world is metaphorical; we understand concepts by relating them to other things. Furthermore, their work suggests “families” of conceptual metaphors, such as: ‘Love is a Journey’ and ‘Argument is War,’ among hundreds of others. Delineated from these conceptual metaphor families is the underlying need to relate a concept to an “embodied physical experience.”

Many of the social posts or external campaigns I worked on used metaphors to communicate messages. I note here that metaphors were more often used in outward pieces of media for audiences who might not be familiar with the subject matter. As explained earlier, metaphors seek to increase understanding of a topic by relating it to something concrete and easily understandable. This trait of metaphors is present in MCNW social media posts such as “The LIFE curriculum will open many doors for the adults in custody at Columbia River Correctional Facility.” The program will not literally “open doors,” but through its holistic structure, will allow participants to succeed outside of prison. The imagery that accompanies this metaphor also increases its rhetorical impact. Another instance of metaphor use is found in a post I worked on in July, “How Supporting Small Businesses Unlocks Brighter Futures in the Pacific Northwest.” The title of this blog post utilizes “unlocking” and “brighter” metaphors to convey a strategic connotation - as both metaphors relate the subject matter to positive experiences.