The Corporation as Person and Psychopath: Multimodal Metaphor, Rhetoric and Resistance

Stibbe, Arran (2013) The Corporation as Person and Psychopath: Multimodal Metaphor, Rhetoric and Resistance. CADADD Journal, 6 (2). ISSN 1752-3079

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Abstract

This article conducts a detailed analysis of multimodal metaphor in the documentary film The Corporation, with particular focus on the metaphor the corporation is a person. The metaphors that make up the film are analysed within the immediate context of the rhetorical structure of the film, the discursive context of the use of the corporation is a person metaphor by corporations to gain power, and the background context of the corporation is a person as a ubiquitous conceptual metaphor in everyday cognition. The metaphors in the film are then compared with other multimodal metaphors from two protest videos. The article can be thought of as Positive Discourse Analysis, in that the use of metaphors in the film and videos is held up as an example of how multimodal media can be used to resist hegemonic discourses that harm people and the environment. A practical aim of the analysis is to reveal the detailed workings of the metaphors in order to provide resources that can be drawn on in the construction of effective materials for challenging hegemonic constructions of the corporation in the future.

Item Type: Article
Article Type: Article
Additional Information: Biannual. CADAAD is abstracted/indexed in Linguistics Abstracts Online, ProQuest LLC, and Communication and Mass Media Complete EBSCOhostTM.
Uncontrolled Keywords: REF2014 Submission. multimodal metaphor, corporate personhood, positive discourse analysis, rhetoric
Subjects: H Social Sciences > HM Sociology
P Language and Literature > PN Literature (General) > PN1993 Motion Pictures
Divisions: Faculty of Arts and Technology > School of Liberal and Performance Arts > Literary and Critical Studies
Research Priority Areas: Being Human - Past, Present & Future
Depositing User: Anne Pengelly
Date Deposited: 19 May 2014 17:59
Last Modified: 27 Jun 2016 22:25
URI: http://eprints.glos.ac.uk/id/eprint/681

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