Conceptual metaphors in press headlines on globalisation

The systematic use of metaphor and metonymy in economics discourse facilitates reading and widens the scope of our understanding in the globalisation domain. The importance of metaphor in conveying ideology has been highlighted since Lakoff and Johnson (1980:34) and recent studies have shown in detail how ideology, particularly in press discourse, underlies conceptual metaphors (Hawkins 2001; White and Herrera-Soler 2003). The aim of this article is to identify and contrast the conceptual metaphors underlying the metaphorical expressions found on internet editions throughout 2003 in Spanish and British press headlines dealing with the subject of globalisation. Findings show that though the meaning of globalisation seems to be elusive, the perspectivation metaphor provides a good understanding of the way the press handles pro- and anti-globalisation headlines. On the grounds of cultural frames such as national stereotypes and economies, and newspaper ideology, no significant differences are found between the languages at the conceptual level. Nevertheless, important differences arise by virtue of culture specific imagery and value-judgements occasionally show a markedly cultural realisation.