How Linguistic Metaphor Scaffolds Reasoning

How Linguistic Metaphor Scaffolds Reasoning. Paul H. Thibodeau, Rose K. Hendricks, Lera Boroditsky. Trends in Cognitive Sciences, Aug 05 2017, https://doi.org/10.1016/j.tics.2017.07.001

Abstract: Language helps people communicate and think. Precise and accurate language would seem best suited to achieve these goals. But a close look at the way people actually talk reveals an abundance of apparent imprecision in the form of metaphor: ideas are ‘light bulbs’, crime is a ‘virus’, and cancer is an ‘enemy’ in a ‘war’. In this article, we review recent evidence that metaphoric language can facilitate communication and shape thinking even though it is literally false. We first discuss recent experiments showing that linguistic metaphor can guide thought and behavior. Then we explore the conditions under which metaphors are most influential. Throughout, we highlight theoretical and practical implications, as well as key challenges and opportunities for future research.

Keywords: analogy; decision making; framing; language and thought; metaphor; reasoning

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Linguistic metaphors describe a topic of discussion in terms of a semantically unrelated domain [1–8]. Recent work in cognitive science has demonstrated that metaphors can shape the way people think (Table1). For instance, in one study, Alan Turing was seen as more of a genius with more exceptional inventions when his ideas were described as lightbulbs rather than as seeds [9]. In an other study, people were more likely to support reform, rather than enforcement-oriented, approaches to crime reduction when crime was described as a virus than as a beast. Experiments have also shown that personifying changes in stock prices (‘climbing’ and ‘slipping’), rather than objectifying them (‘increasing’ and ‘decreasing’ in value), makes people more likely to think recent price trajectories will continue into the future. And framing cancer as an ‘enemy’ in a ‘war’ has been found to reduce people’s intentions to engage in self-limiting preventative behaviors (e.g., eating less red meat, smoking less; [14]) and to think that it would be harder for cancer patients to come to terms with their situation [15]. Metaphors have also beens hown to affect behavior [16–20]. For instance, metaphor-based interventions – describing the brain as a ‘muscle’ that ‘grows’ with practice – can encourage students to adopt an incremental, rather than fixed, theory of intelligence [21]. In turn, an incremental theory of intelligence leads students to be more committed to their learning goals and persistent in the face of adversity.

[...] Neuroimaging studies have shown that vivid sensorimotor metaphors engage neural networks that represent the corresponding sensation or action. For example, hearing 'she grasped the idea' activates [the] motor cortex; hearing 'she is sweet' activates gustatory areas...

[...] One meta-analysis estimated that metaphorical language is about 6 percent more persuasive than comparable literal language...

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My Spanish commentary: demagogues know about this and use it constantly. And I detect the use of these techniques in daily newspapers, like the NY Times, Financial Times and the Washington Post, or non-daily publications like The Economist, Nature/Science (especially regarding climate) or Scientific American. I guess that advertising uses this too, like images of tasty steaks in a grill, etc.