Introduction to Communication Science week 6: 6.2 Metaphors
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0:09 - 0:14I received several questions about the use of
metaphors throughout this course. -
0:14 - 0:19A metaphor is a figure of speech, when we
describe something by calling it something else. -
0:19 - 0:23So it’s an implicit comparison.
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0:23 - 0:28If I call an enterprise a ‘sinking ship’ everyone
will know it’s doomed to fail. -
0:28 - 0:36If parents call their kid’s room a pig sty, they
think it is a huge mess LIKE a pig sty. -
0:36 - 0:40If they would actually say “your room is so dirty,
it looks LIKE a pig sty’, -
0:40 - 0:42that would officially be a simile,
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0:42 - 0:48an explicit comparison, not a metaphor, which is
as I said, implicit. -
0:48 - 0:51Quite some metaphors have passed in these
last weeks: -
0:51 - 0:57Fourth Estate, hypodermic needle, the media
agenda, to name just a few. -
0:57 - 1:02'Why do scientists do this?' asked one student,
'It seems a bit strange to me... -
1:02 - 1:06...that people who are trained in only talking
about facts and things they can prove, -
1:06 - 1:10use all of these colorful expressions'.
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1:10 - 1:15And indeed we do, they are in fact quite
important in scientific and -
1:15 - 1:18non-scientific discussions about our field.
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1:18 - 1:27That is why this is the first question I want to
cover: metaphors, why do scholars use them? -
1:27 - 1:30Well, the answer to this is quite simple really:
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1:30 - 1:34because they are such a powerful
communication device. -
1:34 - 1:39Metaphors contain a wealth of information, that
most people immediately grasp, -
1:39 - 1:43all buried beneath a simple concept.
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1:43 - 1:46A good metaphor has a high level of shared
connotation, -
1:46 - 1:52in other words, most people will have the same
associations. -
1:52 - 1:56Most will understand that the hypodermic needle
theory has this name -
1:56 - 1:59because it refers to directly injected messages
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1:59 - 2:05that have an immediate effect. That the audience
has no defense for it. -
2:05 - 2:08All of this associated meaning automatically
pops up -
2:08 - 2:11when you think about a hypodermic needle.
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2:11 - 2:16Therefore metaphors are well-suited to discuss
complicated issues. -
2:16 - 2:20And … using metaphors saves a lot of time.
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2:20 - 2:24Probably most people will understand what you
mean with a metaphor intuitively -
2:24 - 2:26and without further explanation.
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2:26 - 2:32So, if you are arguing a greater point and don’t
want to pause to explain each step on the way, -
2:32 - 2:35metaphors are a useful tool.
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2:35 - 2:41If I compare the audience of a message to a
group a spoon-fed babies, -
2:41 - 2:47then everyone will understand that I don’t mean
that audience members are new to this world, -
2:47 - 2:50or that they are regarding this world with curious
ever-learning eyes. -
2:50 - 2:57No, I am saying that the audience is not active,
and not blocking information, -
2:57 - 3:03and not selecting channels or content, and all
experiencing communication, -
3:03 - 3:07their food which is fed to them, in the same way.
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3:07 - 3:13If you think about it, a lot was communicated
implicitly when I used this metaphor. -
3:13 - 3:15And it took a lot more time to explain it.
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3:15 - 3:20That’s exactly the reason why we use
metaphors in science. -
3:20 - 3:23This is all a bit abstract of course.
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3:23 - 3:27So in the next unit I want to discuss some actual metaphors that we use in our field.
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3:27 - 3:32And you will see how much information one
metaphor actually contains.
- Title:
- Introduction to Communication Science week 6: 6.2 Metaphors
- Description:
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Download links
1. not in the Coursera site:
Transcript of all Week 6 videos: https://d396qusza40orc.cloudfront.net/commscience/transcripts%2FTranscript_Week_6%20Coursera.pdf
This lecture in .webm: http://d396qusza40orc.cloudfront.net/commscience/recoded_videos%2F6.2.704ffaec4b9c71745fd5d2d8595537a0.webm
2. In the Coursera site, but apparently unaffected by the login block, for this lecture:
Subtitle text: https://class.coursera.org/commscience-001/lecture/subtitles?q=93_en&format=txt
Video mp4: https://class.coursera.org/commscience-001/lecture/download.mp4?lecture_id=93*****
Week 6 description:
Student questions and debate
This week I will be discussing student questions from the forum and subjects that we did not have time for during the lectures, such as metaphors. I will also tell you a bit about the upcoming exam. - Video Language:
- English
- Team:
- Captions Requested
Claude Almansi edited English subtitles for Introduction to Communication Science week 6: 6.2 Metaphors | ||
Claude Almansi edited English subtitles for Introduction to Communication Science week 6: 6.2 Metaphors |