THE CROSS-CULTURAL UNDERSTANDING OF METAPHORS IN THE INFORMATION TECHNOLOGY SPHERE

Mykhalchuk N. та Bihunova S. та Fridrikh А. та Vietrova I. (2021) THE CROSS-CULTURAL UNDERSTANDING OF METAPHORS IN THE INFORMATION TECHNOLOGY SPHERE. COGNITIVE STUDIES | ÉTUDES COGNITIVES, 2021 (№ 21). с. 1-16.

Текст N. Mykhalchuk, S. Bihunovf, A. Fridrikh, I. Vietrova.pdf Завантажити (545kB)

Анотація

This paper analyses recent changes in cross-cultural communication concerning metaphor use and its functioning on the Internet, specifcally in the information technology sphere.
The paper outlines the academic literature and proposes a study that aims to evaluate users’ perception of IT metaphors. The study analyses reports and articles for IT users. The articles were profled according to country and language, with a detailed analysis of English and Ukrainian examples. The paper reviews the relation between IT metaphors and their cognition, introducing a new conceptualization “A Computer as a Human Being”. The research seeks to provide evidence for the claim that understanding metaphors facilitates cross-cultural communication, whether universal or culturally-bounded.
The results show the growing scale of the creation of new metaphors due to cross-cultural commu- nication, especially in the IT sphere, and the importance of the cognitive functions of metaphors in a culturally and linguistically diverse environment.

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