Journal Article10.1086/664970
Is Meat Male? A Quantitative Multimethod Framework to Establish Metaphoric Relationships
TL;DR: In this paper, a framework of convergent quantitative methodologies that can further document the validity of a metaphor was presented to illustrate this multimethod framework, and the authors explored whether there is a metaphoric link between meat and maleness in Western cultures.
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Abstract: Metaphors are increasingly recognized as influencing cognition and consumption. While these linkages typically have been qualitatively generated, this article presents a framework of convergent quantitative methodologies that can further document the validity of a metaphor. To illustrate this multimethod framework, the authors explore whether there is a metaphoric link between meat and maleness in Western cultures. The authors address this in six quantifiable studies that involve (1) implicit associations, (2) free associations, (3) indirect-scenario-based inferences, (4) direct measurement profiling, (5) preference and choice, and (6) linguistic analysis and conclude that there is a metaphoric relationship between mammal muscle meat and maleness.
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Metaphors We Live By
George Lakoff,Mark Johnson +1 more
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TL;DR: Lakoff and Johnson as mentioned in this paper suggest that these basic metaphors not only affect the way we communicate ideas, but actually structure our perceptions and understandings from the beginning, and they offer an intriguing and surprising guide to some of the most common metaphors and what they can tell us about the human mind.
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