Abstract
This article shows how the specific discourse situation and sociocultural context influence the development and degree of entrenchment of metaphor in language. Two metaphors are analyzed and contrasted in two different communities and times: signs of a positive change are green shoots in Spanish newspapers throughout 2009, and obstacles for success are an ash cloud in the British press in 2010. Because these metaphors emerged in different sociocultural, political and geographical contexts, in different languages, and in different discursive communities, each underwent a distinct development, degree of expansion and divergent pragmatic and semantic changes. Both metaphors are paradigmatic examples of genre re-contextualization (Linell, 2009; Linell & Sarangi, 1998; Semino, 2011) and of semantic change in progress.
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