Sistema de Control Gerencial

The data analysis section of the thesis is separated into two chapters. Chapter 4 deals with the analysis of the cartoons in terms of conceptual metaphor theory and poetic metaphor theory (as discussed in sections 2.1 and 2.2 respectively). The focus of this chapter is on determining the set of conceptual metaphors used in the cartoons; on determining the poetic mechanisms used, and the extent to which they are used; and to go some way towards explaining how conceptual metaphor is used in the cartoons for critical purposes. The analysis will also focus on the metaphoric representations of role-players (see sections 4.2 and 4.6), since it was found during the analysis that such representations were very common, especially those of Thabo Mbeki and Manto Tshabalala-Msimang.

The method of analysis employed is the standard conceptual metaphoric analysis as it is applied to verbal texts. A different method is not called for, since the analysis is primarily a conceptual analysis, and therefore does not depend on the mode of the text. According to this method of analysis, a text is examined for the realisation of systematic conceptual mappings, including target domains and source domains. The focus of the analysis is to find which conventional metaphors are present in the texts, as well as which unconventional (poetic) metaphors are present. Because CMT does not consider instances of metaphor to be isolated, but rather as part of a systematic mapping, the focus is on identifying general patterns across the dataset, including the larger socio-political context of HIV/AIDS.

Following this, examples of each of the major metaphors that have been identified will be analysed closely to determine the way in which they are expressed in the cartoons, and the way in which they function ideologically – that is, the way in which they impart knowledge and properties and so take part in the larger discourse of HIV/AIDS and AIDS denialism. The focus of the analysis is therefore not only on the identification of conceptual metaphors but also on the three functions of communication in SFL as described in section 2.4 - namely the textual, ideational, and interpersonal functions. The analysis, primarily a conceptual metaphoric analysis, also has a critical discourse analytic side to the extent that it attempts to link the conceptual level of metaphor with the socio-political level of discourse and ideology.

The second data analysis chapter, Chapter 5, will present the analysis of the verbal articles as they relate to the cartoons. Since the primary focus of the study is on describing the visual mode as employed in cartoons, the verbal analysis will therefore not seek to describe the verbal texts for their own sake, since this has been done extensively in other studies (see for example Aitchison 2007). Rather, the verbal articles will be analysed for what they reveal about the visual texts. This includes an examination of which conceptual metaphors are present in the verbal articles, including their frequencies of use for comparison with the results from the cartoon database. In order to answer research question (2) (presented on page 5), the verbal analysis will also include an analysis of the poetic mechanisms used in the articles.

In analysing the data in the database, I will set out to answer each of the four research questions in section 1.4. I repeat these questions here, and also outline the method analysis in both Chapter 4 and Chapter 5. The use of the WikidPad software aided this analysis, since, once all the texts have been qualitatively tagged, it is possible to compile, tabulate, and thus compare the results to provide an overview of the data.

These tables are presented in the data analysis chapters.

(2) To what extent do either the visual or verbal texts employ the four mechanisms of poetic metaphor as described by Lakoff and Turner (1989)? In other words, can either set of texts be described as poetic?

This research question is also answered by conceptual metaphoric analysis, specifically its enrichment into poetic metaphor as discussed in section 2.2. Once the conceptual metaphors have been identified, they are analysed to determine which of the mechanisms of poetic metaphor they contain. Once all the mappings and domains have been identified, it becomes possible to ask the following questions:

i. Does the mapping contain unconventional slots? If so, the mechanism of extension has been used (see section 2.2.1).

ii. Does the mapping fill slots in unconventional ways? If so, the mechanism of context in which the discourse being analysed takes place. This is another reason why I have placed such importance on the socio-political and discursive aspects of the current study. While it might be possible to do a standard conceptual metaphoric analysis without adequate knowledge of context, it is not possible to do the same with a poetic metaphor analysis, because the researcher must be aware of what is

“conventional” in the discourse before he can decide what is “unconventional.”

(3) How does the use of poetic metaphor contribute to the critical power of the text?

To answer this research question I will construct an argument based on the findings relating to the previous two research questions, as well as a theoretical argument based on Biberauer’s (1996) four functions of metaphor. Once the nature and use of conceptual and poetic metaphor in the visual and verbal texts is known, it should be possible to explain how exactly the use of poetic metaphor in the texts contributes to their critical nature. This discussion is found in Chapter 5, section 5.4

(4) What is the role of multi-modality in the cartoons?

I will approach this question specifically from the point of view of conceptual metaphor theory in order to determine whether the multi-modality influences the use of metaphors in the text in any way.