Rhetoric constructions. From metaphor to metaphoric order

ERNESTO PABLO MOLINA AHUMADA

Res Rhetorica

Plish Society of Rhetoric

Año: 2015

2392-3113

e have been interested in studying the cultural function of the metaphor based on the ideas of Iuri Lotman (1978; 1994; 1996; 2000) who speaks about a "metaphorical consciousness" (1996, p. 128) and connects the creative forms in which the brain and culture function.This "turn" of the rhetorical discourse to culture has allowed us to think that the scope of the study of the metaphor must fall into an expanded field. We call it the Rhetoric of Culture. And it has allowed us to think that metaphors cannot be studied in isolation because in every domain of culture, they came up in texts of different types and meanings. That is why we no longer speak of metaphors but of "metaphorical order" (Barei et al. 2006).we have argued that metaphors are not only a central rhetoric trope but a mode of cultural cognition and ideology: in their forms of transposition, displacement and conversion, they enable individual and collective world experiences.