Cognitive cultural models at work. The case of German-speaking Switzerland

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2017
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01A - Journal article
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Yearbook of the German Cognitive Linguistics Association
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5
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1
Pages / Duration
93-106
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De Gruyter
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Abstract
In the German-speaking part of Switzerland, people use Swiss German and High German side by side in their daily life. This situation gives rise to various attitudes towards both of these two varieties. Interestingly, some of these attitudes seem to be partly in conflict. The aim of this paper is to show that these attitudes are not necessarily conflicted but rather that such attitudes normally have a multidimensional character. Multidimensional attitudes can be traced back to multidimensional mental models on which people naturally draw. In applying Berthele’s (2010) cluster model, which combines Geeraerts’s (2003) rationalist and romantic models for standardization, the paper illustrates, based on a recent study, which mental models have to be operative to conceptualize the complex frames of the two varieties in use. Additionally, recent shifts in the attitudinal climate in Switzerland indicate that these cognitive cultural models are not static but are subject to dynamic processes.
Keywords
multidimensional attitudes, cognitive cultural models, rationalist and romantic models of standardization, conceptual metaphors
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2197-2788
2197-2796
Language
English
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No
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Published
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Studler, R. (2017). Cognitive cultural models at work. The case of German-speaking Switzerland. Yearbook of the German Cognitive Linguistics Association, 5(1), 93–106. https://doi.org/10.1515/gcla-2017-0007