Economic conquistadors conquer new worlds': metaphor scenarios in English-language newspaper headlines on Spanish foreign direct investment (original) (raw)

2014

Abstract

ABSTRACT In this study, we investigate how Spanish Foreign Direct Investment (FDI) was depicted in English-language newspaper headlines over a period of twenty years (1990-2010). This case study further investigates the use of socio-culturally informed metaphorical projections in media discourse (Nerlich et al., 2002; Nerlich, 2005; Zinken et al., 2008). The analysis reveals how the newspapers in the corpus often used Spain’s colonial past as a metaphorical frame of reference for Spain’s international business activity.

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