Document Type : Original Research Paper

Authors

• Abdollah Bichranlo ¹
• Ali Asghar Pourezzat ²

¹ Assistant Professor in Communication, University of Tehran, Tehran, Iran.

² University of Tehran, Tehran, Iran.

Abstract

Numerous researchers and theoreticians have attempted to study and investigate various respects of the organization. Based on these studies, different ideas and images have been offered on this concept, the most important of which are the pictures depicted and offered in the works of "Garreth Morgan" and "Mary Joe Hatch". In this study, the function of metaphors in the process of cognition is examined, organization metaphors are briefly reviewed, and some theories and views which are mostly in accordance with the mentioned metaphors are considered. Finally, the possibility for discussions on the concept of "semantic boomerang" or "semantic return of metaphors" is provided and its considerable functions and dysfunctions are examined. In the case study, by focusing on the cultural engineering as a derived concept of metaphors semantic boomerang, the way of metaphor boomerang and emerging this concept in Iranian policy making literature is described. This paper in terms of results is a basic research and in terms of purpose is exploratory and in terms of applied data is qualitative. The method is case study. The data gathering tool is documentary which by using different sources, necessary data have been gathered and analyzed by models comparison analysis method. 

Keywords

• Metaphors
• Disciplinary Concept
• Cultural Engineering