识别视频广告创意隐喻的个体差异

IF 0.9 Q2 LINGUISTICS

Metaphor and the Social World Pub Date : 2022-08-12 DOI:10.1075/msw.20016.pan

M. Pan, D. Tay

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引用次数: 2

摘要

多模态语篇中隐喻的可靠识别近年来引起了学术界的关注。然而，从实证的角度来看，个体差异在识别视频广告创意隐喻中的作用尚未得到充分的探讨。这包括个体差异在多大程度上影响多模态语篇中的隐喻识别，以及个体差异如何导致歧异识别。本研究通过考察隐喻研究背景对视频广告创意隐喻识别的影响，有助于解决这些问题。我们比较了三位隐喻分析师和三位隐喻研究新手的外部注释者对创意隐喻的识别结果，并通过六位注释者的讨论探讨了识别分歧的根本原因。两组注释者通过系统的评分者间信度检验过程，将视频广告创造性隐喻识别程序(C-MIPVA) (Pan & Tay, 2021)应用于相同的20个中文视频广告。无论隐喻的研究背景如何，Fleiss Kappa和Percentage Agreement的结果都为可靠识别提供了有力的支持。注解者之间的讨论表明，生活经验的个体差异与时间话语和动态话语的影响之间的相互作用导致了隐喻的额外识别、内容不同和缺失情况。

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Individual differences in identifying creative metaphors from video Ads

Reliable identification of metaphors from multimodal discourse has attracted scholarly attention in recent years. However, the role of individual differences in identifying creative metaphors from video ads is underexplored from an empirical perspective. This includes the extent to which individual differences influence metaphor identification in multimodal discourse and how the individual differences result in divergent identification. Our study contributes to addressing these issues by investigating how the background of researching metaphors influences identifying creative metaphors from video ads. We compared results of creative metaphor identification from three metaphor analysts and three external annotators who were novice to metaphor research and probed into the underlying reasons for divergent identification through discussions among six annotators. Both groups of annotators applied Creative Metaphor Identification Procedure for Video Advertisements (C-MIPVA) (Pan & Tay, 2021) into the same 20 Chinese video ads through a systematic process of inter-rater reliability examinations. Results from Fleiss’ Kappa and Percentage Agreement provided substantial support for reliable identification, regardless of the metaphor research background. Discussions among annotators revealed that the interplay between the individual differences in life experience and the influences of temporal and dynamic discourse lead to extra identification, different content, and missing cases of metaphors.

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来源期刊

Metaphor and the Social World LINGUISTICS-

CiteScore

2.20

自引率

11.10%

发文量

期刊介绍： The journal Metaphor and the Social World aims to provide a forum for researchers to share with each other, and with potential research users, work that explores aspects of metaphor and the social world. The term “social world” signals the importance given to context (of metaphor use), to connections (e.g. across social, cognitive and discourse dimensions of metaphor use), and to communication (between individuals or across social groups). The journal is not restricted to a single disciplinary or theoretical framework but welcomes papers based in a range of theoretical approaches to metaphor, including discourse and cognitive linguistic approaches, provided that the theory adequately supports the empirical work. Metaphor may be dealt with as either a matter of language or of thought, or of both; what matters is that consideration is given to the social and discourse contexts in which metaphor is found. Furthermore, “metaphor” is broadly interpreted and articles are welcomed on metonymy and other types of figurative language. A further aim is to encourage the development of high-quality research methodology using metaphor as an investigative tool, and for investigating the nature of metaphor use, for example multi-modal discourse analytic or corpus linguistic approaches to metaphor data. The journal publishes various types of articles, including reports of empirical studies, key articles accompanied by short responses, reviews and meta-analyses with commentaries. The Forum section publishes short responses to papers or current issues.