Conceptual Metaphor in Chinese and American Entrepreneurial Image Construction From the Perspective of Framing Theory: The Case of Ren Zhengfei and Tim Cook

Meier XIAO


Entrepreneurial image nowadays is closely related to the company’s business performance as speaking in public is a common phenomenon for entrepreneurs to make or break their companies. The present study aims to conduct a comparative study on the impact of conceptual metaphor on entrepreneurial image construction, through careful analysis of 15 Chinese transcripts of 23286 words and 15 English transcripts of 22175 words from Ren Zhengfei and Tim Cook’s interview, keynote speech, commencement address, and speech on product release conference from October 2018 to December 2020. Employing framing theory and conceptual metaphor frameworks, the author examined the metaphorically used expressions with the help of MIPVU, explored how conceptual metaphors play a crucial role in images construction and unpacked national or corporate values for different conceptualization of the same source domains.


Image construction; Conceptual metaphor; Framing; Entrepreneur

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