เปรียบเทียบวิธี

	การวิเคราะห์อุปมาดิจิทัล	การวิเคราะห์อุปมานิทัศน์
สาขาวิชา	เชิงคุณภาพ	เชิงคุณภาพ
ตระกูล	Process / pipeline	Process / pipeline
ปีกำเนิด	2000s–2010s (digital application)	Theoretical foundation 1980; systematic research applications from 1990s onward
ผู้ริเริ่ม	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)
ประเภท	Qualitative–interpretive analysis	Qualitative research method
แหล่งต้นตำรับ	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
ชื่อเรียกอื่น	online metaphor analysis, digital metaphor research, metaphor analysis of digital texts, DMA	Conceptual Metaphor Analysis, Metaphor Elicitation, Critical Metaphor Analysis, Linguistic Metaphor Analysis
ที่เกี่ยวข้อง	5	6
สรุป	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.