The creative minds of Arab cartoonists: metaphor, culture and context

Abstract This article addresses the question of whether context plays a role in creating novel multimodal metaphors. Or, to put the question differently, from where do Arab political cartoonists (as members of several, overlapping or hierarchically related knowledge communities) recruit creative conceptual materials for metaphorical purposes? Specifically, it draws a distinction between direct and indirect sources of metaphor, where embodied experience is classified as direct, and communication (watching TV, reading books and newspapers, etc.) as indirect. Discourse, albeit a major source of human knowledge and hence of metaphor, has received much less attention than it deserves. Using a large-scale corpus of 300 Arabic political cartoons, this study is intended to fill this research gap. It would be difficult to talk about multimodal metaphor without other construal operations such as metonymy and conceptual integration. To clarify the meaning of this, metaphor is seen as a byproduct of blending; and the visual representation of an abstract domain requires choosing a metonym, or chain of metonyms, from a specific domain that in the given context stands for the domain as a whole and that is eminently depictable. Thus, it is of interest to discuss why a cartoonist uses one metonym rather than another. This research is considered relevant for intercultural and cognitive studies, because it also addresses the question of how regional variation in knowledge is related to similar variation and diversity of metaphorical creativity.