ABSTRACT
This chapter highlights the cognitive approaches, shows how they operate within other frameworks, and details their interdisciplinary history and potential. The cognitive dimension within media language research is seen as constituting part of a systemic account of media, complementing existing and emergent linguistic, social and communication frameworks. Cognitive approaches to media discourse constitute a trend in the "paradigm for investigating the nature of human mind in society". Media and metaphor studies are grounded in the theoretical and methodological approaches based, primarily, on the synergy between critical discourse analysis, with its linguistic trend and socio-cognitive trend and cognitive linguistics. The 'multimodal metaphor' research field is represented by studies on various domains, including the media domain of TV and Internet, as well as various media genres, including advertising and political cartoons, in various cultural areas. J. Charteris-Black argues that social cognition and purposeful metaphor "offer complementary ways of exploring the same phenomenon" – persuasion.
