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In:Dynamism in Metaphor and Beyond
Edited by Herbert L. Colston, Teenie Matlock and Gerard J. Steen
[Metaphor in Language, Cognition, and Communication 9] 2022
► pp. 265–292

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Conceptual blending and memes

 | University of California, San DiegoCalifornia
Published online: 9 September 2022
DOI logo with link
https://doi.org/10.1075/milcc.9.14cou
Abstract
Conceptual blending involves the use of cognitive mappings to guide the combination of concepts. Here I show how blended cognitive models promote progressive alignment when reasoners integrate concepts from superficially unrelated domains, thus facilitating analogical inference. Describing conceptual blending in political cartoons and image macros exchanged on social media, I explore how analogical reasoning processes are brought to bear on affectively charged social issues. As multimodal constructions, memes activate schematic meanings that integrate with specific concepts evoked by the images and the textual elements as conceptual blending affords memes their generative capacity.
Article outline
  • 1.Analogical reasoning
  • 2.Conceptual blending theory
  • 3.Conceptual blending and progressive alignment
  • 4.Dueling cartoons
  • 5.Memes
  • 6.Memes are multimodal constructions
  • 7.Something old, something new
  • 8.Conclusion
  • References
References (61)
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