Developments in multimodal metaphor studies: A response to Górska, Coëgnarts, Porto & Romano, and Muelas-Gil

Abstract

This chapter discusses and reflects on the contributions in the “metaphor analysis in multimodal discourse” part of the current book, and sketches developments and challenges in CMMT (Conceptual Metaphor & Metonymy Theory). Specifically, aspiring multimodality scholars are exhorted to invest time and energy in learning about other modes and media than the one they have been trained to analyze; to familiarize themselves with other theoretical paradigms; to investigate other tropes besides metaphor and metonymy; and to be aware of the crucial importance of genre.