Abstract
AbstractThis paper analyses metaphors and analogies ofcultural diversityat UNESCO in a discursive and rhetorical-argumentative framework, to answer the following question: How do these rhetorical devices play a legitimizing role when introducing a new keyword into the public sphere? Conventional and creative metaphors are analyzed separately to examine if they represent different legitimization strategies. Conventional metaphors and analogies include variations ontreasure, heritage, andbiodiversity; creative metaphors include cultural diversity as aliving treasureand aRainbow River. The findings suggest that thewealthmetaphor fulfills an evaluative meliorative function, while theheritagemetaphor constructs a collective identity devoid of internal conflict, thereby depoliticizing the concept of cultural diversity. Thebiodiversityanalogy further depoliticizes cultural diversity via naturalization and the invocation of the authority of science. Legitimization is also achieved by invoking past discourse and shared knowledge, and by tapping into UNESCO’s “discursive memory.” In contrast, the creative metaphorsliving treasureandRainbow Riverplay a different argumentative role: they offer a rhetorical solution of coexistence to two contradicting views on culture; one as a static, closed entity to be protected from extinction, and the other as a changing, dynamic process. They do so by fusing both views, represented by different metaphors, into one creative metaphor.
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