Conceptual Metaphors of AI in Persian News Media: A Contextual-Cognitive Analysis based on Extended Conceptual Metaphor Theory

Articles in Press

Document Type : Original Article

Authors

• Toomaj Hemmati ¹
• Mohammad Reza Pahlavannezhad ²

¹ Department of Linguistics, Faculty of Letters and Humanities, Ferdowsi University of Mashhad, Mashhad, Iran.

² Linguistics Department, Faculty of Letters and Humanities, Ferdowsi University of Mashhad, Mashhad, Iran,

10.22067/jlkd.2025.94768.1342

Abstract

This study aimed to investigate conceptual metaphors used in Persian digital media to conceptualise artificial intelligence (AI). A small-size corpus of news texts published in three outlets during the past ten years was compiled. Sources and texts were selected based on objectives relevance and popularity criteria. Metaphors conceptualizing artificial intelligence were extracted following Metaphor Identification Procedure (MIP) and analysed for metaphorical source domains, contextual factors, and underlying cognitive processes based on the Extended Conceptual Metaphor Theory (ECMT). Quantitative analysis using descriptive statistics was conducted. The results revealed cognitive processes involved in conceptualisations namely, conceptual contraction and restriction, metonymy, and blending at various schematic levels. Further, the dynamic interaction between contextual factors and cognitive processes was highlighted. A major contribution was proposing the Contextual-Conceptual Hypothesis to account for the dynamic interaction between contextual factors and cognitive processes in the emergence of conceptual metaphors. Given the small sample size and qualitative nature of this study, further probing of this hypothesis, replication using larger sample sizes, and quantitative methods were suggested for future research. The implications demand awareness to contextual factors and conceptualizations in using language for science and technology policymaking, journalism, and AI technical writing.

Keywords

• Artificial Intelligence
• Cognitive Linguistics
• Conceptual Metaphor

Main Subjects

• Semantics

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