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Architectural history is the fundamental resource that informs the essence of architecture and design thinking; however, education does not appear to link history to design thinking. A study of architectural history textbooks reveals the inadequacy of relying on the modern paradigm and architecture's typology of styles and periods. Instead, conceptual metaphor theory is recommended as the framework for understanding architectural history from an experiential approach. This study aims to complement architectural history by a new understanding of embodied cognition in generating paradigm change.

This study reviewed architectural history through changing body metaphors in terms of embodied experience. The study examined three different metaphorical structures of the body – nature, machine and neural network – projected on the built environment and experienced in accordance with three periods of architectural history, which are categorized as before modern, modern and after modern.

As a result of the case study, ancient pyramids can attain more empirical meaning as playful spaces than abstract forms, Greek temples as social spaces than symbolic spaces, medieval churches as atmospheric spaces than visually-centric spaces, modern residential buildings as unsustainable machines and contemporary parks as raising awareness of sustainable environment.

Therefore, this article contributes to understandings and knowledge of how built environments are experienced from the perspective of a neural network, to the development of a pedagogical alternative to traditional architectural history, to linking architectural history to design and practice to re-establish the importance and vitality of architectural history and finally to creating a sustainable didactic.

This paper aims to provide a theoretical analysis of contemporary brand communication for technology products, focused on how the human body functions as a metaphorical and communicative device, to shed insight into how technological brands make their products understandable, tangible, and attractive in interesting ways.

An interdisciplinary conceptual review and analysis focuses on issues of metaphor and the body in marketing research and social theory. This analysis is discussed and applied to the communication of technological brands.

The paper argues that to successfully communicate technological brands requires interdisciplinary insights in order to understand consumption contexts. It proposes an analytic framework for practice and research focused on visual communication for technology brands and products, and demonstrates how advertising both creates and contributes to culture.

Researchers need to understand that a sole focus on the advertising system needs to be supplemented by an understanding of how the symbol of the body in technology advertisements is reflective and productive of meaning in socio‐cultural discourse.

Brand researchers need to add to the prevailing advertising as persuasion model to encompass representation and culture in brand communications. The paper contributes to understanding how basic visual forms, such as the human body, are employed in technology product marketing. It challenges marketers and researchers to broaden their conception of branding and marketing communications to one more consistent with an image economy.

The purpose of this paper is to discuss the interactive processes linking lived embodied experiences, language and cognition (body-talk-mind) and their implications for organizational change.

The authors use an “embodied realism” approach to examine how people feel/perceive/act (embodied experiences), how they make sense of their experiences (cognition) and how they use language and communication to “talk sense” into their social reality. To exemplify the framework, the authors use a cooking metaphor. In this metaphor, language is the “sauce”, the catalyst, which blends raw, embodied, “lived” experience with consequent rationalizations (“cooking up”) of experience. To demonstrate the approach, the authors employ the study of a Chinese multinational subsidiary in Bangkok, Thailand, where participants were encouraged to build embodied models and tell their stories through them.

The authors found that participants used embodied metaphors in a number of ways (positive and negative connotations) in different contexts (single or multicultural groups) for different purposes. Participants could be said to be “cooking up” realities according to the situated context. The methodology stimulated an uncovering of ineffable, tacit or sensitive issues that were problematic or potentially problematic within the organization.

The authors bring back the importance of lived embodied experiences, language and cognition into IB research. The authors suggest that embodied metaphors capture descriptions of reality that stimulate reflexivity, uncover suppressed organizational problems and promote the contestation of received wisdoms when organizational change is pressing and urgent. The authors see the approach as offering the potential to give voice to embodied cultures throughout the world and thereby make IB research more practically relevant.

Educational institutions are investing heavily in the internationalization of their campuses to attract global talent. Yet, highly skilled immigrants face persistent labor market challenges. We investigate how immigrant academics experience and mitigate their double precarity (migrant and academic) as they seek employment in higher education in Canada.

We take a phenomenological approach and draw on reflective interviews with nine immigrant academics, encouraging participants to elaborate on symbols and metaphors to describe their experiences.

We found that immigrant academics constitute a unique highly skilled precariat: a group of professionals with strong professional identities and attachments who face the dilemma of securing highly precarious employment (temporary, part-time and insecure) in a new academic environment or forgoing their professional attachment to seek stable employment in an alternate occupational sector. Long-term, stable and commensurate employment in Canadian higher education is out of reach due to credentialism. Those who stay the course risk deepening their precarity through multiple temporary engagements. Purposeful deskilling toward more stable employment that is disconnected from their previous educational and career accomplishments is a costly alternative in a situation of limited information and high uncertainty.

We bring into the conversation discussions of migrant precarity and academic precarity and draw on immigrant academics’ unique experiences and strategies to understand how this double precarization shapes their professional identities, mobility and work integration in Canadian higher education.

As technology-created gamers’ representations, avatars are influential in communication among online gamers. However, there is scant research on how avatars’ characteristics impact gamers’ friendly behaviour via avatars, i.e., avatar friendliness, and how avatar friendliness is related to online gamer loyalty. The purpose of this paper is to develop a research model grounded in the theory of embodied cognition to examine the impacts of perceived avatar appearance agreeableness, attractiveness and height on avatar friendliness and online gamer loyalty.

The authors collect 1,384 responses from online gamers and use structural equation modelling for hypothesis testing.

The authors find that perceived avatar appearance agreeableness and attractiveness are positively related to avatar friendliness, while perceived avatar height is negatively related to avatar friendliness. Avatar friendliness, in turn, is positively related to online gamer loyalty.

This study assessed gamers’ perceptions using a cross-sectional design. Future works could use a big data approach to collect behavioural and longitudinal data. Moreover, future works could measure avatar height using pixels.

The authors contribute to the e-commerce literature by inventing the new constructs of perceived avatar appearance agreeableness and avatar friendliness, and conducting the first study of using avatar friendliness to explain the impacts of the three avatar characteristics on online gamer loyalty. The findings also provide novel insights for e-commerce managers to effectively build a loyal gamer base.

The purpose of this paper is to offer an explanation of the predominance of austerity policies in Europe based on distinct crisis narratives and their underlying market metaphors in public speeches and addresses of German Chancellor Angela Merkel to a broader audience of economic decision-makers.

The author uses discourse and metaphor analysis of speeches and addresses of Angela Merkel in the aftermath of the crisis applying cognitive metaphor theory in combination with a corpus linguistic approach.

Dominant conceptual metaphors in Merkel’s crisis narrative subordinate policy-making to superior “market mechanisms”, which are attributed with human and natural characteristics. Moral focus of crisis narrative of “living-beyond-ones-means” forces austerity policies.

The analysis is restricted to public speeches of Merkel, whereas the impact on public discourses was not analyzed.

The paper offers an explanation for the prevalence of neoliberal policies in the Eurozone and the uneven balances of political power in public economic discourses.

Study of the role of “market metaphors” in crisis narratives of influential political leaders as well as an analysis of the impact of discursive manifestations and conceptual market metaphors for economic crisis policies.

The purpose of this paper is to analyse pro-anorexia from a discursive, metaphorical standpoint in order to enable an understanding of how pro-anorexia functions as political resistance through technological bodies.

Techno-metaphor is used to reveal how pro-anorexic communities online function through technology.

Six techno-metaphors work to construct pro-anorexic cyborg embodiment through technology. This pro-anorexic cyborg embodiment offers relief from the tensions of patriarchal femininity and provides control over troublesome embodiment. Technology enables women experiencing anorexia to resist the dominant interpretations of their lived experience that subjugate them.

This research offers an understanding of pro-anorexia as resistance to intolerable femininity and reconstructed female bodies through technology. By exploiting technological political space, pro-anorexics are claiming positions and forms of embodiment previously off-limits to women and their biological bodies.

The purpose of this paper is to describe the theory and benefits of poetry, storytelling, and metaphor when applied to cross‐cultural leadership.

The methodology utilized is founded on preliminary research on metaphors, poetry and leadership with examples and connections based upon experience.

Explains how the use of poetry and metaphors can be utilized by a leader to build trust and demonstrate empathy; how to communicate more effectively; and, how to inspire.

Possible future research on the psychological and sociological aspects of the messages that most impel, mobilize, and inspire people to act on complex ideas.

Leaders can approach communications, empathy, and trust with a tool that will enable them to inspire action in complex cultural environments.

There has been little published on the connection between effective leadership and the use of poetry and metaphor. Leadership requires the ability to inspire the desire to follow, and to ignite the intellect and emotions of those who follow.