Konceptualizacija svetske ekonomske krize putem metafore Privreda je bolesna osoba – Konstrastivno istraživanje engleskog i srpskog
The Conceptualisation Of The Global Financial Crisis Via The Economy Is A Person Metaphor – A Contrastive Study Of English And Serbian

Summary/Abstract: Using the theoretical framework of Conceptual Metaphor Theory as initiated by Lakoff and Johnson (1980), in this paper we focus on the ECONOMY IS A PERSON conceptual metaphor used for the conceptualisation of the global financial crisis in English and Serbian in an attempt to establish whether any universal or culture-specific aspects of this metaphor may be found in the two languages. We particularly deal with the perception of the economy as a sick person, in need of an urgent remedy for various diseases and illnesses caused by the global financial crisis. The data collection for the analysis has been gathered from various sources which may all be termed popular economic and business discourse, whereas all examples originate from the period between 2007 and 2010, which coincides with the outbreak of the global financial crisis, on the one hand, and the first signs of economic "recovery", on the other. Finally, we point out the persuasive power of this metaphor in English and Serbian popular economic and business discourse.

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