ILLITERATE AUTHORS AND LITERATE FOOTBALLERS: CONCEPTUAL METAPHORS BASED ON THE SOURCE DOMAIN OF LITERACY IN CONTEMPORARY SERBIAN

Abstract

This study applies the conceptual metaphor theory to examine the metaphorical extensions of meaning of literacy-related lexicon in contemporary Serbian. The cognitive semantic analysis used the online Corpus of Contemporary Serbian together with the Sketch Engine’s Serbian electronic subcorpus (srWaC). To identify metaphorically used lexemes belonging to the source domain of literacy, the MIP procedure was applied, the target domains identified and the underlying conceptual metaphors were formulated. The findings demonstrate that the speakers of contemporary Serbian utilize literacy to comprehend the target domains of familiarity with language, accomplished writing, familiarity with literature, general education, physical ability, basic acquaintance with (or expertise in) a field of knowledge, critical thinking, sophistication and life experience. Critical analysis of the identified metaphorical mappings suggests that, while presenting the complex and highly valued target domains as a basic skill, literacy-based conceptual metaphors shift the responsibility for incompetence in one of the listed areas from the entire society to its underprivileged members.