《商務英語教師學養叢書·商務媒體話語中的隱喻與性別：批評認知研究》以作者的博士論文為基礎修改而成，共分六章：引言、理論框架、研究方法、關於營銷的媒體話語中的隱喻、關於並購的媒體話語中的隱喻、結論。從研究內容上來看，《商務英語教師學養叢書·商務媒體話語中的隱喻與性別：批評認知研究》聚焦商務媒體話語中的隱喻使用，如“戰爭”隱喻、“進化鬥爭”隱喻等，探討了它們如何影響讀者的認知和商務活動。作者特別關注了這些隱喻與性別的關繫，以及它們對商務活動中女性的影響。從研究方法來看，作者結合了語料庫方法和批評話語分析，一方面使研究更具實證性質，另一方面又使分析更具解釋力，實現了定量分析與定性分析的有機結合。作者在商務話語研究上擁有較為豐富的經驗，奠定了《商務英語教師學養叢書·商務媒體話語中的隱喻與性別：批評認知研究》在該領域的重要地位。《商務英語教師學養叢書·商務媒體話語中的隱喻與性別：批評認知研究》適合國內從事認知語言學研究的科研工作者、教師和學生，以及商務領域從業人員閱讀。

• 

List of Figures
List of Tables
Acknowledgements
List of Abbreviations

1 Introduction: Masculinized Metaphors

2 Theory: A C:dtical Cognitive Framework for Metaphor Research
2.1 Classical cognitive metaphor theory
2.2 Blending and neural theories of metaphor
2.3 Critical approaches to language
2.4 An integrated approach

3 Method: Quantitative and Qualitative Analyses of Metaphor

4 Business Media on Marketing: Metaphors of War, Sports and Games
4.1 Quantitative analysis
4.2 Qualitative analysis of sample texts
4.3 Discussion: socio-cognitive impact and possible altematives

5 Business Media on Mergers and Acquisitions: Metaphors of Evolutionary Struggle
5.1 Quantitative analysis
5.2 Qualitative analysis of sample texts
5.3 Discussion: socio-cognitive impact and possible altematives
6 Conclusion: Gender-neutral Metaphors
Appendix: Corpus Data
Notes
Bibliography
Index

Another factor influencing the strength of social cognition is discourse access-for example， in the form from of access to a variety of business publications representing sinular corporate behaviour by drawing on different (metaphoric) models， However， discourse partiapants may find themselves in a situation in which they do not have access to either alternative discourses or 'the mental resources to oppose ...persuasive messages' (van Dijk， 1996， p. 85). Such a situation will then lead to the emergence of preferred models. If social cognition controls mental models through discourse， widely shared preferred (that is， hegemonic) models lend cohesion to a group's beliefs and thus help to predict group members' actions. Further， such ideological mental models also have a soaal function in that they support existing power relations， which are often asymmetric in nature. As outlined above， power is best secured by naturalizing the very ideology it rests upon - that is， by eliminating intemal contradictions in models. In tlus context， it is worth while looking at the notion of Idealized Cogrutive Models (ICMs) (Lakoff， 1987). It is according to them that prototypes (that is， most representative members of a category) are distinguished (Rosch， 1975， 19 78). So-called prototype effects arise when there is asymmetry between more- and less-representative members， with the latter being on the mostly fuuy boundaries of a category and thus deviating from the ICM. But even members clearly located within the category can be differentiated. Thus we find typical cases， ideal cases and soaal stereotypes. Typical cases help to 'draw inferences about category members in the absence of any special contextual information' (Lakoff and Johnson， 1999， p. 19). As categorization， being a largely theory-driven process， is based on pre-existing assumptions，19 a category member， unless marked for some untypical feature， will be taken to show the typical traits of the unmarked default value (Lakoff， 1987， pp. 61， 116). Such inference works from centre to periphery (ibid.， 1987， pp. 86-7) - that is， characteristics of prototypical members are transferred to less typical members and so on， according to a scale of typicality. Seen as such， prototypes are an important conceptual structuring device. Raflngs of the extent of prototypicality， however， are obviously culture-spedfic (White， 1998， p. 35).
To illustrate， categories of soldiers in many cultures show male soldiers as prototypes. Further， soldiers are also conceptualized as being aggressive. Consequently， unless a soldier is marked explicitly as female， even untypical (for example， soft-spoken and peace-loving) soldiers are presupposed to be male. In addition to typical cases， ICMs also inform ideal cases. To elaborate on the example， the ideal Western soldier would be brave and courageous (features such as patriotism or belief in authority might also come into play). Finally， an ideal case can develop into a social stereotype， a schema which comes to represent different social categories as a whole (Lakoff， 1987， pp. 85-6). The three types work accordingly for dynamic prototype scenarios.
All three types - typical cases， ideal cases and soaal stereotypes - may inform the input space (I1) of a metaphoric blend. If the second input space (I2) shows characteristics which are peripheral to the category represented by I1， the more typical characteristics of Ii will be projected on to I2 in the blend. This modification of I2 is reinforced by the fact that， although characteristics of the source input space tend to be more salient (Eubanks， 2000， p. 76)， inferences are still drawn from the blend back to the target input space. A metaphoric expression such as foot soldiers such as Ms Knapp (Econorrust 1999， p. 64)， for example， thus serves to masculinize the portrayed executive and hence to co-opt her hegemonically into a dominant paradigm. Such examples show how metaphors drawing on prototypes do ideological work， In this context， the description of prototypes as 'neural structure that permits us to do some sort of inferential...task relative to a category' (Lakoff and Johnson， 1999， p. 19) only serves to make ideology all the more powerful， as it can also be inculcated neurobio1ogically. The focus of this book， however， is on the reasons why some models and subsequent metaphoric blends are favoured over others in discourse， and what effects this has on cognition， discourse and socio-cultural practice.
In accordance with the claim that 'it is ... metaphors rather than statements which determine most of our . . . convictions' (Rorty， 1979， p. 12)， metaphor is particularly salient in the context of social cogrution. Metaphoric expressions as instantiations of underlying conceptual metaphors are a valuable starting point to study cognitive and ideological determinants of discourse. Thanks to the ubiquity of conceptual metaphors， they account for much of the cognitive construction of social relations. What is more， their function of highlighting and hiding particular semantic features makes it possible to trace ideologically vested choices in blending processes using complex metaphors.
Metaphor thus not only proves to be an interface between the cognitive structure underlying a discourse on the one hand， and the ideology permeating it on the other. In addition， metaphor， as it is realized in surface-level metaphoric expressions， also links discourse and its manifestation in text. It follows that any discourse is structured cognitively by the metaphors prevailing in the respeaive discourse domain.
……