Rhetoric constructions. From metaphor to metaphoric order
Rhetoric constructions. From metaphor to metaphoric order

Summary/Abstract: The article is framed within the Semiotics of Culture and theorizes rhetoric as a mechanism underlying all forms of communication. Metaphor is central to this approach; thus the authors reflect on what they call the metaphorical order, a cognitive and ideological device for structuring thought processes. Examples to illustrate this approach are taken from both contemporary Latin American public discourse and Argentine literature.

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