ABSTRACT
“Our ordinary conceptual system, in terms of which we both think and act, is fundamentally metaphorical in nature”, George Lakoff and Mark Johnson argued in Metaphors We Live By (1980: 3). Michael Reddy exposed the conduit metaphor as one of these deeply ingrained ways in which, in the West, language and translation are conceptualised, as we saw at the beginning of the previous chapter. As Reddy also showed in devising his alternative paradigm, different metaphors can change our perception, and hence the thing itself. “New metaphors have the power to create a new reality”, Lakoff and Johnson proclaimed (1980: 145).
