The volume offers a number of representative papers on cognitive models that are invoked when people deal with questions of social identity, political and economic manipulation, and more general issues such as the genomic discourse.The volume shows that Cognitive Linguistics has further explored the idea that we think about social reality in terms of models - 'cognitive/cultural models' or 'folk theories'. The book demonstrates that the technical apparatus of Cognitive Linguistics can be used to analyze the various ways our conception of social reality is shaped by underlying cognitive and/or cultural models or patterns of thought, and also looks into how this is done. The new inroad the volume wants to pursue is the deliberate and explicit orientation towards a cognitive sociolinguistics, or more generally, a cognitive semiotics.FROM THE CONTENTS:René Dirven, Roslyn M. Frank and Martin Pütz Introduction: Categories, cognitive models and ideologies I COGNITIVE MODELS OF LINGUISTIC VARIATIONDirk GeeraertsCultural models of linguistic standardization Gitte Kristiansen How to do things with allophones: Linguistic stereotypes as cognitive reference points in social cognition II COGNITIVE MODELS OF CULTURAL/SOCIAL IDENTITIESRoslyn M. FrankShifting identities in Basque and Western cultural models of Self and Being Oyinkan MedubiLanguage and ideology in Nigerian cartoons Otto Santa AnaThree mandates for anti-minority policy expressed in U.S. public discourse metaphors Lewis SegoHas the consciousness of modern industrial societies rendered "housewife" no longer a value-free cultural model? III COGNITIVE MODELS AS COVERT IDEOLOGIESHans-Georg Wolf and Frank PolzenhagenConceptual metaphor as ideological stylistic means: An exemplary analysis Michael White and Honesto HerreraMetaphor and ideology in the press coverage of telecom corporate consolidationsIV COGNITIVE MODELS IN COVERT SOCIAL DEBATESAndreas MusolffIdeological functions of metaphor: The conceptual metaphors of health and illness in public discourse Craig A. HamiltonGenetic roulette: On the cognitive rhetoric of biorisk Brigitte Nerlich and Robert DingwallDeciphering the human genome: The semantic and ideological foundations of genetic and genomic discourseTo sign up for our FREE ELECTRONIC NEWSLETTER, please visit our website at www.degruyter.de/newsletterTo order, please contact SFG-Servicecenter-Fachverlage GmbHPostfach 434372774 Reutlingen, GermanyFax: +49 (0)7071 - 93 53 - 33E-mail: deGruyter@s-f-g.com For USA, Canada and Mexico:Walter de Gruyter, Inc.200 Saw Mill River RoadHawthorne, NY 10532, USAFax: +1 (914) 747-1326E-mail: cs@degruyterny.comPlease visit our website for other publications by Mouton de Gruyter: http://www.mouton-publishers.com