השוואת שיטות

	ניתוח מטאפורות דיגיטליות	ניתוח מטפורות
תחום	איכותני	איכותני
משפחה	Process / pipeline	Process / pipeline
שנת המקור	2000s–2010s (digital application)	Theoretical foundation 1980; systematic research applications from 1990s onward
הוגה השיטה	Rooted in Lakoff & Johnson (1980); extended to digital contexts by corpus and computational linguists from the 2000s onward	George Lakoff & Mark Johnson (Conceptual Metaphor Theory); Jonathan Charteris-Black (Critical Metaphor Analysis)
סוג	Qualitative–interpretive analysis	Qualitative research method
מקור מכונן	Lakoff, G., & Johnson, M. (1980). Metaphors We Live By. University of Chicago Press. ISBN: 978-0226468013	Lakoff, G., & Johnson, M. (1980). Metaphors We Live By. University of Chicago Press. ISBN: 978-0226468013
כינויים	online metaphor analysis, digital metaphor research, metaphor analysis of digital texts, DMA	Conceptual Metaphor Analysis, Metaphor Elicitation, Critical Metaphor Analysis, Linguistic Metaphor Analysis
קשורות	5	6
תקציר	Digital Metaphor Analysis (DMA) is a qualitative research approach that identifies, maps, and interprets conceptual metaphors embedded in digital texts — social media posts, online forums, blogs, comment sections, and other internet-mediated communication. Drawing on Conceptual Metaphor Theory (Lakoff and Johnson 1980), it examines how users frame abstract ideas (identity, politics, health, crisis) through systematic metaphorical mappings, revealing shared conceptual structures and ideological orientations within online discourse communities.	Metaphor Analysis is a qualitative method that identifies, classifies, and interprets the metaphors embedded in language to reveal how speakers and writers conceptualise experience, construct meaning, and exercise ideological influence. Grounded in Lakoff and Johnson's Conceptual Metaphor Theory, it treats metaphor not as a literary decoration but as a fundamental cognitive structure — ARGUMENT IS WAR, TIME IS MONEY — that shapes how people think, reason, and act. It is widely applied in psychology, education, political discourse, health communication, and organisational research.