There is an observable discrepancy between the real and virtual economy, as money stopped being the tool and essence of capitalism and the economy in the postmodern era. Money has become a purpose, a simulation, a viral virtual image. For this reason, we should rather say that it is no longer money, but the image of money that talks. The transparent digital convergence culture creates a borderless second world for the economy. This economy and our attitude towards it have never been so far removed from reality. Communication, information and economy have lost their referential nature. As soon as we get in contact with the virtual/digital world, we open our eyes onto the image and the transparency of images. A visual metaphor is a visual rhetorical tool that strives to express messages, to place emphasis on certain aspects of messages, and to convey a persuasive message. This paper aims to demonstrate visual metaphor chains that set a mirror between the real and virtual economy and that serve to show the changed attitude towards money. We illustrate our theoretical approach by analysing the multimodal metaphors that appear in a video clip from popular culture.
Authors:Attila Forgács, Enikő Bóna, Tímea Csíkos and Helga Metercsik
Eating habits have become increasingly irrational in the last century; a variety of eating disorders have appeared. Obesity seems to be impossible to cure. Nowadays, the impact of media-marketing is the most powerful social influence on eating habits. Media has five main messages on eating and the body: 1. “Be thin!” 2. “Consume and eat!” 3. “Be afraid of food!” 4. “Food will disappear!” 5. “You are not feminine / masculine enough!” Most of these messages and directions are inconsistent with each other: e.g. “Buy and eat more, but remain thin!” The double-bind communication of media-marketing is pathogenic and schizoid. Food-related media messages are multi-layered and contradictory on many levels, so it would be more appropriate to talk about a multiple bind. The paper offers new communication strategies in order to manage the chaotic information on eating and to decrease the inconsistencies on the topic.