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| Vizuális Elicitációs Metafora-elemzés× | A Metaporaelemzés – Fogalmi és kritikai metaforaelemzés× | |
|---|---|---|
| Tudományterület | Kvalitatív módszerek | Kvalitatív módszerek |
| Módszercsalád | Process / pipeline | Process / pipeline |
| Keletkezés éve≠ | 1995 | Theoretical foundation 1980; systematic research applications from 1990s onward |
| Megalkotó≠ | Gerald Zaltman (Harvard Business School) | George Lakoff & Mark Johnson (Conceptual Metaphor Theory); Jonathan Charteris-Black (Critical Metaphor Analysis) |
| Típus≠ | Visual-projective qualitative technique | Qualitative research method |
| Alapmű≠ | Zaltman, G., & Coulter, R. H. (1995). Seeing the voice of the customer: Metaphor-based advertising research. Journal of Advertising Research, 35(4), 35–51. link ↗ | Lakoff, G., & Johnson, M. (1980). Metaphors We Live By. University of Chicago Press. ISBN: 978-0226468013 |
| Alternatív nevek | VEMA, ZMET, Zaltman Metaphor Elicitation Technique, visual metaphor elicitation | Conceptual Metaphor Analysis, Metaphor Elicitation, Critical Metaphor Analysis, Linguistic Metaphor Analysis |
| Kapcsolódó≠ | 4 | 6 |
| Összefoglaló≠ | Visual Elicitation Metaphor Analysis (VEMA) is a qualitative technique in which participants select or create images that represent their thoughts, feelings, or experiences about a topic, and then articulate the metaphors embedded in those images during a guided interview. Originally formalised as the Zaltman Metaphor Elicitation Technique (ZMET) by Gerald Zaltman in 1995, the approach rests on the premise that most human thought is nonverbal and structured through metaphor, making images a more direct gateway to deep mental models than verbal questioning alone. | 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. |
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