Lecture on Metaphor Criticism

Introduction

• Objective: Understand metaphor criticism in two parts:
  • Define a metaphor.
  • Use metaphors in rhetorical criticism.

Part 1: Defining a Metaphor

• Metaphor: A comparison bringing ideas together; carries qualities from one idea to another.
• Greek Origin: "Metaphor" means "to carry over."
• Components of a Metaphor:
  • Tenor: The subject receiving qualities (e.g., in "metaphor is a magic door," metaphor is the tenor).
  • Vehicle: The source of qualities (e.g., "magic door").
  • Ground: The shared qualities being transferred (e.g., opening new vistas).

Example

• Metaphor: "Randolph is a pig."
  • Tenor: Randolph.
  • Vehicle: Pig.
  • Ground: Messiness.

Part 2: Metaphors in Rhetorical Criticism

• Process:
  1. Identify Metaphors: Find and note the three parts (tenor, vehicle, ground).
  2. Sort Metaphors: Group by patterns and similarities.

Analyzing Metaphors

• Identify: Note the parts and explain the grounds.
• Sort: Look for patterns (e.g., similar vehicles, types, or groups).

Interpretation and Evaluation

• Explain how metaphors affect audiences and their emotions.
• Metaphors help in constructing emotional and value-based appeals.

Choosing Artifacts

• Two Main Types:
  • Many Metaphors: Texts rich in diverse metaphors.
  • Defining Metaphor: A single metaphor defining the entire message.

Example

• Ronald Reagan’s "Bear in the Woods" commercial, using a single, powerful metaphor.

Methodology

• Steps:
  • Gather and highlight metaphors in text.
  • Write notes on grounds for each metaphor.
  • Sort metaphors for patterns or themes.

Look for:

• Patterns of metaphor usage.
• Similarities in vehicles and tenors.

Conclusion

• Sonja K. Foss: Recommended author for further reading on rhetorical criticism.
• Metaphors influence audience emotions and attitudes.
• Use metaphors to guide audiences’ feelings and value perceptions.

Additional Notes

• Metaphors do not offer data but shape emotional and value appeals.
• Focus on metaphors to direct audience pathos and priorities.