LANGUAGE 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