Scientific metaphors in the journalistic discourse

Scientific education and divulgation not only amplify people's vocabulary and repertory of scientific concepts but, at the same time, promote the diffusion of certain conceptual and cognitive metaphors. Here we describe this process and propose a classification in terms of visible, invisible, basic and derived metaphors. We focus our attention on physical metaphors applied to psychological and socio-economical phenomena, by studying two exemplar cases through an exhaustive exam of the online content of large Brazilian journalistic portals. Finally, we present implications and suggestions from Lakiff and Johnson's cognitive metaphor theory for the scientific education and divulgation process.

THE PRESENT OF THE READING: BEAUTY AND CONTRADICTION

This article examines the metaphor of reading and new reading in Guimaraes Rosa's last book, Tutameia (1967), with a reading of the story "Desenredo". In the first part we discuss some theoretical issues concerning the place of the reader according to Wolfgang Iser and then show the singular place of the reader - metaphor of the activity of reading and fiction of an enunciative situation.

Metáteses árabes da metáfora: desvelar/velar

Um dos mais intrigantes fatos semânticos da língua árabe é a metátese, transposição de fonemas dentro de uma palavra, frequentemente com relação de sentido entre as formas metatéticas. Em m-th-l, a raiz triconsonantal para a palavra “metáfora”, as metáteses são imensamente sugestivas: Th-L-M and L- Th-M; a ambígua função da metáfora: mostrar e ocultar. A partir desse fato, o artigo discute esses aspectos da metáfora