From Viewpoint to Reverse Metaphorization
An Analysis of Deliberate Visual Metaphors in Lifelong Learning
Bibliographic Data
| ID | 22039819 |
|---|---|
| Authors | N V Mongilyova (0000-0002-2150-2312, Kostanay State University A Baitursynov), Y S Talybova (0009-0009-2723-7052, Kostanay State University A Baitursynov) |
| Year | 2025 |
| Volume | 14 |
| Issue | 6 |
| Pages | 197-218 |
| Publication date | 2025-08-19 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Nauchnyi Dialog (JOURNAL) |
| Journal identifiers | ISSN: 2225-756X • E-ISSN: 2227-1295 |
| Publisher | OOO Centr naucnyh i obrazovatelnyh proektov (PUBLISHER) |
| DOI | 10.24224/2227-1295-2025-14-6-197-218 |
| OpenAlex | W4413430745 |
| Language | EN |
| References cited | 15 |
This study investigates the deliberate use of visual metaphors on a university website. The research material comprises images featured in thematic sections related to lifelong learning (LLL). Special attention is given to the viewpoint as a marker of deliberateness in visual metaphor and a key element in constructing the connotation of the image. The objective of this research is to unveil the interpretative function of the viewpoint in photographs depicting lifelong learning. The analytical methodology is based on a combination of methods and techniques derived from theories of conceptual, primary, and deliberate metaphors, adapted for the purposes of this study. It is established that the upward-pointing perspective in visual messages about lifelong learning serves as a means to convey qualitative characteristics of the interactions between the central figures in the images. Through examples, it is demonstrated that the target domain of LIFELONG LEARNING is represented using the source domain of INTERPERSONAL RELATIONSHIPS. It is found that, based on universal knowledge of the value of social connections and emotional support, the authors of the images intentionally activate the metaphorical projection UNIVERSITY — PEOPLE WHO UNDERSTAND THE ADULT STUDENT. Furthermore, it is revealed that manipulation of the viewpoint generates the phenomenon of reverse metaphorization and leads to an inversion of conceptual domains (ADULT STUDENTS — UNIVERSITY)
Cognitive psychology · Cognitive science · Lifelong learning · Pedagogy · Computer Science · Digital Storytelling and Education · Education Practices and Challenges · Language, Metaphor, and Cognition · Psychology
Reading Images
Corpus Approaches to Critical Metaphor Analysis
Mapping the brain's metaphor circuitry
Only one way to be a world-class university? Comparative analysis on the texts and visual images on websites of universities in China and South Korea
What does ‘really deliberate’ really mean
Deliberate Conventional Metaphor in Images
Visual Rhetoric
The Paradox of Metaphor
Viewpoint phenomena in multimodal communication
Subjectivities of the lifelong learner in ‘humanistic generation’ - Critical policy analysis of lifelong learning policies among discourses of Unesco, the Council of Europe and the OECD
Lifelong learning in the EU
Image-schematic scaffolding in textual and visual artefacts
| Citation velocity | historical |
|---|---|
| Highly cited | No |