From metaphoric litany text to scenarios - How to use metaphors in futures studies

Abstract

<p>Metaphor and metonymy belong to the key concepts of semiotics and general linguistics. As illustrations of scenarios, metaphors already have a long history in the futures studies, too. Metaphors were discussed in the CLA Reader 1.0<a href="http://www.sciencedirect.com/science/article/pii/S0016328715300938#fn0005">^<u>1</u></a> (<a href="http://www.sciencedirect.com/science/article/pii/S0016328715300938#bib0020"><u>Inayatullah ed., 2004</u></a>) but the <em>CLA Reader 2.0</em> edited by <a href="http://www.sciencedirect.com/science/article/pii/S0016328715300938#bib0015"><u>Inayatullah and Milojevic (2015)</u></a> gives metaphors the central role in futures research<a href="http://www.sciencedirect.com/science/article/pii/S0016328715300938#fn0010">^<u>2</u></a> that they deserve. The article compares the approaches of semiotics and the CLA and suggests practical steps for the analysis of metaphoric futures oriented texts and their use in the construction of scenarios. Assuming that the litany is a text, metaphors may be present on all levels of the CLA: litany, systemic causes, worldview and myth/emotion. Metaphors are suitable even for the illustration of the CLA second level quantitative causal relations between variables. As an illustrating case study, we analyze a text that suggests the great future of the Northern Sea Route. The deconstruction of the litany results in two narratives or scenarios. They are constructed utilizing proverbs and other metaphoric sayings that get many citations on the Internet.<br /></p>