Using conceptual metaphors to enhance Economics students’ cultural competence skills

The article looks into the use of metaphors in English economic discourse and examines ways to turn conceptual metaphor analysis into a learning tool for students of business English. We studied coverage of the economic impact of the 2020-22 pandemic on the tourism industry and the role that the conceptual metaphor «economy is a patient» plays in English economic discourse about these events. In our research we used corpus, semantic, conceptual and contextual analysis. The findings show that the conceptual metaphor «economy is a patient» has been common in English economic discourse. Moreover, writers have frequently incorporated economic terminology into extended metaphors, highlighting the interplay of primary dictionary and contextual meaning in what is considered “dead metaphors”. The research proves that even trite metaphors can still have a persuasive effect on the reader creating powerful images in his/her mind’s eye. It also becomes clear that when writers use conventional metaphors, they are fully aware of their figurativeness. From our perspective, using conceptual metaphor analysis methods in a business English class helps to achieve a number of teaching goals: it gives students useful insights into the origins of economic terminology, makes them culturally competent, helps them develop communicative skills. Therefore, it can be a useful learning tool. The research contributes to the study of metaphor in modern economic discourse. The findings of the research could be used to develop ways to help students to acquire a number of important communication and professional skills.