Introduction. This study delves into the utilization of conceptual metaphors with the source domain VIOLENCE in business media discourse, particularly focusing on their role in crafting the public persona Elon Musk. It aims to dissect how metaphorical collocations influence perception and cognition, thereby affecting image formation. The conceptual metaphor theory, corpus analysis and the psycholinguistic lexical priming theory serve as the basis for this research effort.
The purposes of this research are threefold: 1) to employ corpus linguistics techniques for a detailed analysis of a large corpus of media texts on Elon Musk in order to identify and quantify violence-related conceptual metaphors; 2) to scrutinize the role these metaphors play in the formation of Elon Musk's public image; and 3) to assess the psychological priming effect of such metaphorical collocations.
Methods and procedure of research. Using a corpus-based approach, this study analyzes an extensive corpus of 2,537,872 tokens sourced from various media outlets. The corpus is analyzed using the AntConc software, focusing on metaphorical collocations within the VIOLENCE source domain. The analysis is guided by the Metaphor Identification Procedure (MIP) and involves corpus-based techniques for detecting metaphorical language.
Results. The analysis unveils that violence-related metaphorical collocations with such terms as "fire", "battle", "slam", "hostile", "blast", "defend", "clash", and "lash" are prevalent in the depiction of Elon Musk. Based on the collocation analysis, four overarching conceptual metaphors have been identified: ARGUMENT IS WAR, DIFFICULTY IN ACTION IS PHYSICAL COMBAT, ANTAGONISTIC COMMUNICATION IS LOW-LEVEL PHYSICAL AGGRESSION, and ANGRY BUSINESS BEHAVIOR IS AGGRESSIVE ANIMAL BEHAVIOR.
Conclusions. The study shows the significant role of violence-themed metaphors in constructing a narrative of confrontation and aggression around Elon Musk. The research underscores the need for further exploration into the impact of metaphorical language on image formation in business media discourse.