Tatjana Đurović, Nadežda Silaški

DOI Number
First page
Last page


Complementing the broad framework of Conceptual Metaphor Theory (Lakoff & Johnson 1980; Johnson 1987; Benczes, Barcelona, & Ruiz de Mendoza Ibáñez 2011; etc.) and Critical Metaphor Analysis (Charteris-Black 2004; Musolff 2006) with research on multimodality from a cognitive viewpoint (Forceville 1996, 2008; Forceville & Urios-Aparisi 2009; Bounegru & Forceville 2011; etc.), in this paper we address the topic of Serbia-EU relations unfolded in pictorial and multimodal discourse in news media in order to explore how this topic is communicated via metaphors and other cognitive instruments in newspaper cartoons. The data collection for our analysis consists of 15 cartoons published in the Serbian daily newspaper Politika in the period 2009-2015, which depict the concept of the EU in relation to Serbia and the varied political and social issues associated with it. Modelling our method of analysis on Bounegru and Forceville (2011), we try to show not only how pictorial and multimodal metaphors reveal the underlying metaphor scenarios, those of journey, school, sport and liquid, but also how multimodal discourse becomes a powerful tool of conveying different evaluative content and rhetorical impact when set within a specific socio-political context.


multimodal metaphor, political cartoons, Serbian, Serbia-EU relations

Full Text:



Barcelona, A., (ed.) (2000), Metaphor and Metonymy at the Crossroads. A Cognitive Perspective, Mouton de Gruyter, Berlin.

Benczes, R., Barcelona, A., and Ruiz de Mendoza Ibáñez, F. J., (eds.) (2011), Defining Metonymy in Cognitive Linguistics: Towards a Consensus View, John Benjamins Publishing Company, Amsterdam/Philadelphia.

Bounegru, L., and Forceville, C., (2011), "Metaphors in Editorial Cartoons Representing the Global Financial Crisis", Visual Communication 10, Vol. 2: pp. 209-229.

Charteris-Black, J., (2004), Corpus Approaches to Critical Metaphor Analysis, Palgrave, Basingstoke.

Đurović, T., and Silaški, N., (2014), "The TEACHER-STUDENT Metaphor in Serbian EU Accession Discourse – A Case of Cognitive Marginalization", In: Mišić-Ilić, B., Lopičić, V., (eds.), Jezik, književnost, marginalizacija: Jezička istraživanja [Language, Literature, Marginalization: Language Explorations], pp. 47-59, Filozofski fakultet, Niš.

El Refaie, E., (2003), "Understanding Visual Metaphor: The Example of Newspaper Cartoons", Visual Communication 2, Vol. 1: pp. 75-95.

El Refaie, E., (2009a), "Metaphor in Political Cartoons: Exploring Audience Responses", In: Forceville, C. and Urios-Aparisi, E., (eds.) Multimodal Metaphor, pp. 173-197, Mouton de Gruyter, Berlin/New York.

El Refaie, E., (2009b), "Multiliteracies: How Readers Interpret Political Cartoons", Visual Communication 8, Vol. 2: pp. 181-205.

Forceville, C., (1994), "Pictorial Metaphor in Advertisements", Metaphor and Symbolic Activity 9: pp. 1-29.

Forceville, C., (1996), Pictorial Metaphor in Advertising, Routledge, London.

Forceville, C., (2005), "Addressing an Audience: Time, Place, and Genre in Peter Van Straaten’s Calendar Cartoons", Humor: International Journal of Humor Research 18: pp. 247-278.

Forceville, C., (2007), "Multimodal Metaphor in Ten Dutch TV Commercials", Public Journal of Semiotics 1, Vol. 1: pp. 19-51.

Forceville, C., (2008), "Metaphor in Pictures and Multimodal Representations", In: Gibbs, R. W. Jr., (ed.), The Cambridge Handbook of Metaphor and Thought, pp. 462-482, Cambridge University Press, Cambridge.

Forceville, C., (2009), "Course on Pictorial and Multimodal Metaphor", URL: [26/09/2011]

Forceville, C., and Urios-Aparisi, E. (2009), "Introduction", In: Forceville, C. J. and Urios-Aparisi, E., (eds.), Multimodal Metaphor, pp. 3-17, Mouton de Gruyter, Berlin/New York.

Gibbs, R., (2011), "Evaluating Conceptual Metaphor Theory", Discourse Processes 48, Vol. 8: pp. 529-562.

Johnson, M., (1987), The Body in the Mind: The Bodily Basis of Meaning, Imagination, and Reason, University of Chicago Press, Chicago.

Kövecses, Z., (2002), Metaphor. A Practical Introduction, Oxford University Press, Oxford.

Kövecses, Z., (2005), Metaphor in Culture. Universality and Variation, Cambridge University Press, Cambridge.

Kövecses, Z., (2008), "Conceptual Metaphor Theory: Some Criticisms and Alternative Proposals", Annual Review of Cognitive Linguistics 6, Vol. 1: pp. 168-184.

Lakoff, G., (1987), Women, Fire, and Dangerous Things. What Categories Reveal about the Mind, University of Chicago Press, Chicago.

Lakoff, G., (1993), "The Contemporary Theory of Metaphor", In: Ortony, A., (ed.), Metaphor and Thought, pp. 202-251, Cambridge University Press, Cambridge.

Lakoff, G., and Johnson, M., (1980), Metaphors We Live By, University of Chicago Press, Chicago/London.

Musolff, A., (2000), Mirror Images of Europe: Metaphors in the Public Debate about Europe in Britain and Germany, Iudicium, München.

Musolff, A., (2006), "Metaphor Scenarios in Public Discourse", Metaphor and Symbol 21, Vol. 1: pp. 23–38.

Negro Alousque, I., (2013), "Visual Metaphor and Metonymy in French Political Cartoons", Resla 26: pp. 365-384.

Panther, K.-U., and Radden, G., (1999), Metonymy in Language and Thought, John Benjamins, Amsterdam/Philadelphia.

Radden, G., and Kövecses, Z., (1999), "Towards a Theory of Metonymy", In: Panther, K.-U. and Radden, G., (eds.), Metonymy in Language and Thought, pp. 17-59, John Benjamins, Amsterdam/Philadelphia.

Ruiz de Mendoza Ibáñez, F. J., (1997), "Metaphor, Metonymy and Conceptual Interaction", Atlantis XIX, Vol. 1: pp. 281-295.



  • There are currently no refbacks.

ISSN 0354-4702 (Print)

ISSN 2406-0518 (Online)