Identity and Cultural information is difficult to access. Indeed, it is almost always hidden in conversations, speeches, words, symbols and actions.
In this first edition of ‘Techniques Corner’, we will be looking at metaphors* and how analyzing them in speech can offer great insight into the identity workings of individuals and groups.

Recognizing Metaphors

First of all, it is useful to remind ourselves what metaphors are. We often associate metaphors with their use in novels or other texts. But metaphors are not only used in literature – everyday speech is packed with them!
Remember that a metaphor: is any word or phrase that is not literally applicable to the subject it references.
Think about the following very common phrases:
      • “falling in love”
      • “early bird tickets”
      • “raining cats and dogs”
      • “fishing for compliments”
      • “breaking hearts”
      • “life is a journey”
Yes, these are all metaphors! And some are so deeply rooted in everyday language that one forgets they even are metaphors.

What are Metaphors for?

When working with metaphors, it is important to remember that their primarily goal is to help people to locate and position themselves and others. Metaphors achieve this by flagging up or marking shared concepts, images or ideas that may be hidden or otherwise unexpressed. This marking can have a variety of effects – deliberate or accidental:
  • Metaphors can clarify, emphasize or illustrate a point, an image or idea.
  • Metaphors can further an agenda by describing a specific fact in a certain light in order to influence a listener’s or reader’s perception of what’s being communicated.
  • By referencing shared information, metaphors can help pull people into a sense of shared social or cultural space which, in turn, can create and/or confirm a sense of belonging.
  • By using a shared sense of belonging, metaphors can also separate out “not-us” others and work to build or focus (positive or negative) emotional or intellectual images and energy around those others.
It is our job to work out why a particular metaphor is being used and what its intended affect is. Doing so successfully can give us an edge in understanding how conflict, discrimination, isolation, marginalization and other facets of life are functioning in a given community.

Working with Metaphors – Step-by-step 

Now that we have a handle on what metaphors are and what they can help to achieve, we can start hunting for and dissecting the metaphors we encounter (yes, this sentence also includes metaphors!):

  1. Enter the Detection and Discovery Mindset:

    It is important to approach the detection, observation and analysis of metaphors with the correct mindset. Metaphors signal important information. It is therefore useful to think of metaphors as clues that will lead you to understand more about a cultural/community environment and the intentions of those operating within it. Just as a conventional detective attempts to reveal the hidden motivations of their suspects, we are looking for and analyzing clues that will reveal the way in which people are operating within their environment. In so doing, we will reveal their agendas and their needs to position themselves and others in particular ways.

  2. Identify the Metaphor and Understand the Context:

    Once your mental framework is on the look out for metaphors as clues, you should start identifying them quickly and often. In order to begin to deal with the amount of potentially useful information you are receiving, it is helpful to start tracking the themes or topics around which metaphors most often occur. Depending on the context, you might be familiar with the themes (maybe they are relevant to local politics or community workings of which you are already a part), or you may not (you are working with an unfamiliar group or people). In either case, it is useful to start cataloging the themes and researching their background and what potential significance the topics have for the people invoking them. By beginning to understand how metaphors are spread out and function across a range of themes, you will immediately gain vital insight into the way in which a community is identifying and representing itself and its “not-us” or “not-me” others.

  3. Closely Focus on Discovering the Purpose of Specific Metaphors:

    Once you have a good idea of the general distribution and thematic content of the metaphors in use, you can begin to focus more deeply on the intended purpose of specific metaphors. This step is the one that brings us closest to the individuals and groups that may have specific agendas in mind when employing metaphors. By now, you will know more about what kind of metaphors and speakers are useful to focus on, so can choose concrete examples from speakers and metaphors that match your project’s needs. Once you have some examples to work with, apply the following questions to your samples:

    1. Is the speaker using the metaphor to illustrate or clarify an image, idea or concept? If so, why is it important for the speaker to do so? 
    2. Does the choice of metaphor suggest that the speaker is trying to influence the perceptions of their audience in anyway? If so, what possible purpose does influencing the audience perception in this way serve?
    3. Does the metaphor fit a wider agenda within the social, cultural or political context? If so, what is the speaker’s position with reference to this context?
    4. Is the metaphor seeking to affect the positioning and/or relative power of speaker, audience, subject or theme and any “other”, “not-us” group?
    5. What shift in power or position does the speaker hope the metaphor will help to achieve?

  4. Sort and Categorize:

    Following the above steps should have generated a lot of information related to the themes and purposes of metaphors in your project context. Find a way to record and categorize this information (index cards, categorized notes, a database etc.) and make sure that you can sort the metaphors by at least “theme” and “intention”. You may also wish to add other categories such as “type of speaker”, “location of conversation” etc. depending on your project context.

  5. Review and Summarize:

    your “cards” and “categories”, cross-referencing them and setting out to find broad repeating patterns of usage, themes and intent. Reflect on the entirety of your data and work up some general summaries of what you have observed.

Congratulations! If you’ve followed all of the above steps, you will have developed a strong base of understanding — a window into some deep and hidden identity and culture factors that drive your community and those acting within it.

The Importance of a Window into Identity and Culture Factors

When working to counter discrimination and social conflict or to promote harmony, diversity and inclusion, it is essential to grasp the cultural information hidden in expressions articulated by the cultural group with which one works. Metaphors can act as a gateway into that hidden cultural information.
Indeed, all speech and language is not only a vehicle to share facts, ideas and opinions, it is also the medium through which divisions are created or inclusion is facilitated. Words can be performative and, by understanding the power of the words articulated by those with whom one works, one can start using the words as clues to understand how divisions are created and work to counter those divisions.
Good luck with utilizing metaphors in helping to detect and counter divisions and helping to make positive change!
*This version of Techniques Corner references some methods and perspectives found in Finding Culture in Talk – A Collection of Methods (2005) edited by Naomi Quinn. If you wish to learn more about techniques such as these, give this fascinating book a read! This learning segment is adapted from OICD’s EMIC method and its associated training materials.
© Organization for Identity and Cultural Development (OICD) 2020