Mataphors we live by

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One of the core characteristics of metaphor is its cultural roots. The author points out that although some basic metaphors may have cross-cultural commonalities due to the common physical experiences of human beings (such as understanding time through spatial directions), specific metaphorical expressions are deeply shaped by the cultural environment. For example, in English, the horizontal "looking forward to the future" is used to metaphorically represent time, while in Chinese, the vertical "up/down" (last month, next month) is used. The metaphor of "debate is war" in Western culture emphasizes confrontation, while some Eastern cultures may be more inclined towards the collaborative metaphor of "debate is dance". This difference stems from the selective reinforcement of physical experience by different cultures: Agricultural cultures may rely more on the metaphor of "natural circulation", while industrial societies tend to rely more on the metaphor of "mechanical operation". Meanwhile, the experiential nature of metaphor is deepened here - humans construct primary concepts through the interaction between their bodies and the physical world (such as grasping objects to form the metaphor of "understanding is grasping"), and then project the understanding of the abstract domain through metaphor. For instance, through the intuitive experience of "important is big" (parents are bigger and more important than toys), infants naturally accept metaphorical expressions such as "major issues" and "minor details" as adults.
The author of this chapter reveals how metaphor imperceptibly shapes ideology: In political discourse, the metaphor of "the state is the family" simplifies civic relations to a parent-child hierarchy and rationalizes authoritative rule. The metaphor of "the economy is a machine" conceals social complexity and simplifies policies into technical operations like "repairing parts". What is more dangerous is that metaphors often carry implicit value judgments. For instance, the metaphor "Immigration is a flood" implies threats and fears, while the metaphor "immigration is a resource" emphasizes positive contributions. This kind of metaphorical manipulation not only affects public perception but can even reconstruct moral ethics - metaphors such as "disinfection" and "cleaning" in war can dilute violence and bloodiness, making the act of killing "cleansed" cognitively. Therefore, the author calls for a critical reflection on metaphors in public discourse and vigilance against their potential conscious manipulation.