WINE IS HEAT: CONCEPTUAL INTEGRATION AND METAPHOR IN MEME

Abstract

A meme about wine consumption is analyzed in the light of the Conceptual Integration (FAUCONNIER; TURNER, 2002) and the Extended Conceptual Metaphor theories (KÖVECSES, 2020), aiming to highlight the suitability of these theoretical tools for the study of multimodal productions. In addition to this framework, other concepts of Cognitive Semantics will be taken: image schemas, domains, frames and mental spaces, among other notions linked to the construction of meaning. The meme selected for analysis was posted on a WhatsApp chat group and on a Gym’s Facebook page. It is believed that this analysis can show how the relationship between conceptual integration and metaphors in levels can describe the inferences recruited in the conceptualization of the meme.