Title: Evaluative Discourse Metaphor in Online Communities
Series Title: Discourse Approaches to Politics, Society and Culture 106
Publication Year: 2025

Publisher: John Benjamins
http://www.benjamins.com/
Book URL: https://benjamins.com/catalog/dapsac.106

Author(s): Mateusz-Milan Stanojević and Ljiljana Šarić

eBook ISBN: 9789027244611 Pages: 298 Price: Europe EURO 130.00
eBook ISBN: 9789027244611 Pages: 298 Price: U.K. £ 109.00
eBook ISBN: 9789027244611 Pages: 298 Price: U.S. $ 169.00
Hardback ISBN: 9789027228239 Pages: 298 Price: Europe EURO 130.00
Hardback ISBN: 9789027228239 Pages: 298 Price: Europe EURO 137.80
Hardback ISBN: 9789027228239 Pages: 298 Price: U.K. £ 109.00
Hardback ISBN: 9789027228239 Pages: 298 Price: U.S. $ 169.00

Abstract:

This monograph introduces the Evaluative Discourse Metaphor model, which argues that participants in public and semi-public online discourse (re)use evaluative metaphors to construct and maintain communities. We explore how such metaphors trigger others with similar forms, though not necessarily the same evaluative targets, generating discourse spaces unified by a shared evaluative ethos. The model draws on a discourse-based view of metaphor, Hallidayan metafunctions, Du Bois’s stance triangle, and insights from computer-mediated communication, with a focus on affordances and community-building. We define or redefine key concepts including single evaluative metaphors, metaphorical complexes, triggers, bondicons, and chains. Rather than departing from existing literature, we integrate it into a framework valuable to scholars in metaphor studies, digital ethnography, discourse analysis, and online communication.

Written In: English (eng)