Metaphors of cancer in scientific popularization articles in the British press

Abstract

Metaphor is a significant tool in the recontextualization of specialized knowledge in popularizations transmitted through the mass media. This study explores metaphor in popularizations of scientific articles on cancer in the English press. Metaphors used for cancer and cancer research were identified and analysed in a corpus of 37 articles from The Guardian. Special attention was paid to the aspects emphasized and de-emphasized as they can have potential ideological implications. Fifteen conceptual metaphors were identified in the corpus, ranging from the most frequent CANCER IS WAR (20 texts) to an isolated reference to Achilles' heel. The average was 2.9 metaphors per text. The quantitative data and contextual analysis indicate that no single metaphorical system is sufficient to represent the complexity of cancer-related knowledge. Metaphors are used in combination to perform three main functions, attracting the reader, structuring and explaining scientific concepts, and organizing the text into a narrative.