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RESEARCH PRODUCT

On analogical knowledge : metaphors in biotechnology discourse

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During a period dominated by positivist thinking, metaphors seemed incompatible with science, at least for the most common manifestations of scientific discourse. However, this apparent transgression is now considered essential and even advantageous for the construction of knowledge. The terminology of specialised knowledge, like that from the field of biotechnology, undoubtedly contains metaphors. In the discourse related to scientific dissemination and the mass media, the use of metaphors is more original which makes them more attractive as strategies to increase the intelligibility of concepts and to stimulate layperson audiences. Thus, anthropomorphic projections are one of the types of metaphor which performs the best in the context of this type of discourse.