Table Of ContentLANGUAGE AND IDEOLOGY
VOL. II
cilt.205.vw.p65 1 24/01/01, 13:14
AMSTERDAM STUDIES IN THE THEORY AND
HISTORY OF LINGUISTIC SCIENCE
General Editor
E.F. KONRAD KOERNER
(University of Ottawa)
Series IV – CURRENT ISSUES IN LINGUISTIC THEORY
Advisory Editorial Board
Raimo Anttila (Los Angeles); Lyle Campbell (Christchurch, N.Z.)
Sheila Embleton (Toronto); John E. Joseph (Edinburgh)
Manfred Krifka (Berlin); Hans-Heinrich Lieb (Berlin)
E. Wyn Roberts (Vancouver, B.C.); Hans-Jürgen Sasse (Köln)
Volume 205
René Dirven, Roslyn Frank and Cornelia Ilie (eds.)
Language and Ideology
Volume II: Descriptive cognitive approaches
cilt.205.vw.p65 2 24/01/01, 13:14
LANGUAGE
AND IDEOLOGY
volume 11: descriptive
cognitive approaches
Edited by
RENÉ DIRVEN
University of Duisburg
ROSLYN FRANK
University of Iowa
CORNELIA ILIE
University of Stockholm
JOHN BENJAMINS PUBLISHING COMPANY
AMSTERDAM/PHILADELPHIA
cilt.205.vw.p65 3 24/01/01, 13:14
TM The paper used in this publication meets the minimum requirements of American
8 National Standard for Information Sciences — Permanence of Paper for Printed
Library Materials, ANSI Z39.48-1984.
Library of Congress Cataloging-in-Publication Data
Language and ideology / edited by René Dirven, Bruce Hawkins, Esra Sandikcioglu.
p. cm. -- (Amsterdam studies in the theory and history of linguistic science. Series IV,
Current issues in linguistic theory, ISSN 0304-0763 ; v. 204)
Includes bibliographical references and index.
1. Language and languages--Philosophy. 2. Ideology. 3. Cognitive grammar. I. Dirven, René. II.
Hawkins, Bruce Wayne, 1954-. III. Sandhikcioglu, Esra. IV. Series.
P106.L314 2000
401--dc21 00-052965
Vol. II ISBN 90 272 3712 3 (Eur.) / 1 55619 731 4 (US) (Hb; alk. paper) CIP
© 2001 – John Benjamins B.V.
No part of this book may be reproduced in any form, by print, photoprint, microfilm, or any other
means, without written permission from the publisher.
John Benjamins Publishing Co. • P.O.Box 75577 • 1070 AN Amsterdam • The Netherlands
John Benjamins North America • P.O.Box 27519 • Philadelphia PA 19118-0519 • USA
cilt.205.vw.p65 4 24/01/01, 13:14
Table of Contents
Introduction 1
René Dirven, Roslyn M. Frank and Cornelia Ilie
Part A: Political Ideologies
Ideology, metaphor and iconographic reference 27
Bruce Hawkins
The deictic foundation of ideology, with reference to African
Renaissance 51
Willem J. Botha
The semantics of impeachment: Meanings and models in a political
conflict 77
Pamela S. Morgan
Part B: Ideologies of Crosscultural Otherness
Philistines, barbarians, aliens, et alii: Cognitive semantics in political
‘otherness’ 107
Lewis Sego
The bare past as an ideological construction in Hong Kong discourse 117
Peter Grundy and Yan Jiang
Conflicting identities: A comparative study of non-commensurate root
metaphors in Basque and European image schemata 135
Roslyn M. Frank and Mikel Susperregi
The Otherness of the Orient: Politico-cultural implications of ideological
categorisations 161
Esra Sandikcioglu
Part C: Institutional Ideologies
Even the interface is for sale: Metaphors, visual blends and the hidden 189
ideology of the internet
Tim Rohrer
vi TABLE OF CONTENTS
Globalisation for beginners in Argentina: A cognitive approach 215
Liliana Cubo de Severino, Daniel Adrián Israel and
Víctor Gustavo Zonana
Unparliamentary language: Insults as cognitive forms of
ideological confrontation 235
Cornelia Ilie
Subject index 265
Introduction
René Dirven, Roslyn M. Frank and Cornelia Ilie
Gerhard Mercator University Duisburg, Germany; University of
Iowa, U.S.A., and University of Stockholm, Sweden
In contrast to its sister volume, subtitled Theoretical Cognitive Linguistic
Approaches, the present volume of Language and Ideology concentrates on
“descriptive” cognitive approaches to ideology. The ambition of the present
volume is to highlight a number of descriptive tools that can be employed
effectively for the analysis of overt and covert ideologies. The majority of
these descriptive tools are practically derived or directly borrowed from
descriptive practices or theoretical concepts used in cognitive linguistics.
Most pervasive is, as could be expected, the emphasis on “metaphorical
conceptualisations” in ideologies, which is found in the papers by Hawkins,
Botha, Lewis, Frank and Susperregi, Grundy and Jiang, Sandikcioglu, Rohrer,
Cubo de Severino et al. Another cognitive tool that has proved to be very
effective is the notion of “frame”, which refers to a knowledge structure or
structured set of elements drawn from various conceptual domains and con-
sisting of encyclopaedic knowledge associated with a given linguistic form.
This concept is exploited successfully in the papers by Botha, Morgan, Frank
and Susperregi, Sandikcioglu and Rohrer. Whereas the notion of “frame” does
not relate to metaphor, the notion of “iconographic (frame of) reference”
includes the notion of metaphor. It is mentioned explicitly only in the papers
by Hawkins, Sandikcioglu and Cubo de Severino et al., while it is referred to
implicitly in the papers by Botha, Morgan, Frank and Susperregi, and Rohrer.
Botha also utilises a tool developed by Hawkins called “ideological deixis”.
This he connects with the traditional and well known concept of person deixis
via the cognitive key concepts of “vantage point” and “vantage point shifts”.
Morgan and Sandikcioglu use a new cognitive concept, i.e. “cultural cognitive
model” (CCM), which is proposed as another type of Lakoff’s ICMs
2 RENÉ DIRVEN, ROSLYN FRANK AND CORNELIA ILIE
(Idealised Cognitive Models). The latter notion is drawn upon in the paper by
Cubo de Severino et al. The three concepts of iconographic frame of refer-
ence, CCM, and ICM can be seen, together with many others, as subtypes of
the overarching, hyperonymic category “frame”. Frank and Susperregi go into
the concepts of “root metaphor” and “image schema” in great depth. And last
but not least, there is Fauconnier’s notion of “mental space” along with
Fauconnier and Turner’s notion of “(conceptual) blending” which are implic-
itly given in Hawkins’s paper, briefly touched upon in Botha’s work and
treated extensively in Rohrer’s contribution. To summarise, these ten theoreti-
cal constructs have not been invented for the needs of this descriptive volume,
rather they are all conceptual tools of analysis drawn from previous work in
cognitive linguistics, where until now they have served other descriptive and
analytical purposes. The fact that at this stage they are being brought into play
for the analysis of ideological thought patterns and especially that of hidden
ideologies, need not surprise us. Indeed, as integrated systems of beliefs and
values, ideologies are intimately tied up with language. Hence they are an
intrinsic research object for linguistics, at least for a type of linguistics which
starts from the premise that languages represent part of the encyclopaedic
knowledge base of their users. When using their language, in addition to
communicating this (partial) knowledge, speakers also draw upon, most of the
time unconsciously, their entire knowledge system, including its several often
competing ideologies. It is the task of linguistics, certainly that of cognitive
linguistics, to unravel these diverse ideological threads found in the speakers’
knowledge systems. Indeed we might argue that CL is particularly well
equipped with the conceptual tools of analysis needed for undertaking such a
task, and for exploring and evaluating different approaches that might be
developed and employed for the analysis of ideologies as well as the knowl-
edge systems that stand behind them.
This volume is structured into three major sections, each of which is
thematically motivated: Section A concentrates on political ideologies; Sec-
tion B on ideologies of “crosscultural otherness” (us vs. them); and Section C
on institutional ideologies. The quotations from and references to the previous
contributions will be indicated by a figure between brackets, which stands for
the page number in this volume.
Section A groups the papers dealing with ideology and politics (taken in
the stricter sense). What these first three papers have in common is the explicit
or implicit use of the notions of “iconographic (frame of) reference”, “cultural
INTRODUCTION 3
cognitive model” (CCM), and “frame”. Since the volume as a whole is more
descriptive than theoretical in its orientation, these notions are more or less
taken for granted in these papers and not always dwelt on in great detail.
Therefore it may be useful to elucidate some of them briefly here and relate
them to each other. The first concept is that of that of “iconographic frame of
reference”, which Hawkins has discussed in several of his articles (see refer-
ences in Hawkins, This volume). It is “a common model of textual representa-
tion which presents simplistic images of our experiences ... underscor[ing]
familiar values which interlocutors in the particular discourse are explicitly
expected to endorse” (Hawkins, This volume: 32). The next concept is that of
a “cultural cognitive mode” (CCM), which Morgan says differs from ICMs,
because CCMs are part of specific cultural worlds rather than general human
experience. These conceptual frame structures are evoked by CCM-related
“triggers” (a kind of “contextualisation cue”) that are often (if not usually)
linguistic. CCMs are frames that presuppose encyclopedic knowledge of the
cultural structure and context of a given nation or cultural community, both
historic and present. Whereas the great majority of “frames” such as a car
frame, or a commercial event frame may be and usually are value-free, both
iconographic frames of reference and CCMs are strongly tied to value systems
and, hence, highly charged emotionally. One important difference is that
icongraphic frames of reference are by definition metaphorical, as in the Nazi
projection of Jews as “parasites”. CCMs may, but need not, be metaphorical;
they can also be metonymic in nature. This is the case with the political CCM
“The Real Americans”.
Frames are then the overarching category, with neutral frames, ICMs, and
iconographic frames of reference as members, and with CCMs as a subcat-
egory of ICMs.
The first paper in Section A is Bruce Hawkins’ contribution Ideology,
metaphor and iconographic reference, which starts off with a clear distinction
between Mitchell’s two definitions of ideology. In the wider sense, ideology is
“the structure of the values and interests that informs any representation of
reality” (27) and in the narrower sense, which is a subtype of the wider notion,
it is defined as “false consciousness, a system of symbolic representations that
reflects an historical situation of domination by a particular class” (27). Since
the narrower sense usually implies a more explicit set of ideals or goals and
hence by its own nature is more goal-oriented, Hawkins proposes to label it
“idealogy”. Hence, cognitive grammar, as the set of “conventionalised ideas
