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- W2113395045 abstract "The purpose of this study is to explore the use of metaphors in public discourse onsustainability. It includes an analysis of sustainability metaphors on the basis of the cognitivetheory of metaphor. The paper addresses the following questions:1. In public discourse on sustainability, which metaphors are used by which actors?2. Which key metaphors are used to express the notion of ‘sustainability’?3. How could the use of metaphors contribute to the development of sustainabilitythinking?The study is based on a sample of 56 texts and 175.000 words, taken from the websites ofdifferent organisations in the public sector, from science, civil society, business and themedia. The sample contains about 2000 verbal metaphors in general with about 500 verbaland 500 visual metaphors of sustainability in coded form. The analysis revealed that‘SUSTAINABILITY AS JOURNEY’, and ‘SUSTAINABILITY AS WAR’, are the dominant verbal metaphorsin the sample. For visual metaphors, ‘SUSTAINABILITY AS SYSTEM / MODEL’ and ‘SUSTAINABILITY ASSCIENCE’ are the dominant metaphors. Remarkably, political metaphors, such as,‘SUSTAINABILITY AS GOVERNANCE ’, play a minor role. Another significant finding is that bothpersonal knowledge and attitudes and cultural worldviews and values are almost non-existentas sources or target domains of metaphors. This can be seen as a reflection of the onesidednessof actual public discourse on sustainability. The study suggests that a search formore appropriate and holistic metaphors of sustainability is necessary." @default.
- W2113395045 created "2016-06-24" @default.
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- W2113395045 date "2010-01-01" @default.
- W2113395045 modified "2023-09-26" @default.
- W2113395045 title "Metaphors of sustainability: a study of metaphors in the public discourse on sustainability" @default.
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