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Metaphor Analysis
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DOI：10.1002/9781118901731.iecrm0154.png)
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Abstract
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In recent decades, scholars have considered metaphors as instruments of meaning making and how people construct reality. Metaphors, which are figures of speech used to compare one thing to another, signal more complex meaning making and thus can be useful as a means of qualitative data collection and analysis. Viewed as mechanisms that are integrated in how people think, act, and communicate, metaphors, then, offer an important avenue for researchers interested in understanding why people act and communicate as they do. Subsequently, metaphor analysis has become a popular tool for understanding social phenomena including how people conceptualize organizational change, education, health issues, relationships, crisis experiences, and more.
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