Jobs and the Mac

Abstract

Abstract Conceptual Metaphor Theory proposes a code-like relationship of topic to vehicle in which more abstract concepts are mapped onto less abstract concepts. Since the initial statement of the theory, there has been a series of attempts to construct a theory of language and conceptual representation, which is then applied to analysis of metaphorical language in particular texts. Frequently this approach results in analyses that reflect a priori theorizing more than the actual language of the text. In previous research, the author proposed an alternative approach, based on the assumption that a repertoire of familiar conceptual metaphors is just one resource people draw on when seeking language with which to understand and express their subjective experiences, including their emotions. In this study, this approach is applied to discourse about Steve Jobs’s design and management philosophy, and his relationship with the management and board of directors of the company he founded, Apple Computers.