ДИГНИТАРНАЯ И ПЛЕБИАРНАЯ МЕТАФОРА КАК СПОСОБЫ ВОЗВЫШЕНИЯ И ПРИНИЖЕНИЯ СТАТУСА ИНДИВИДА

The representation of a person as an individual belonging to a higher or lower social rank is, first of all, historically motivated. For a long time the society used to be unequally divided into aristocrats and commoners. The smaller group of those holding a high official position due to a noble title (aristocrats) is put at the top of a social ladder and opposed to the bigger class of people without ranks or titles occupying the bottom of it (commoners).

For our article we have chosen the lexemes nominating royalties (king, queen, prince, princess) as the highest representatives of the dignitary group and the words referring to social subordinates (servant, lackey, slave) belonging to the class of common people.

Throughout the history monarchy was one of the oldest and most widespread government systems. The sovereign was the bearer of all political power as well as the owner of the whole country’s economic wealth, and the rest of the population had to comply with his orders. Moreover, it was strongly believed that the king’s power came from and was blessed by God.

Monarchy has different forms and can peacefully co-exist with democratic institutions of state power such as a parliament. However, it is the absolute monarchy that turns out to be the major source of metaphoric expansion.

King is a senior member of a royal family, not so much biologically (because of his age) as socially (because of his power). Sovereign’s dominance and power in combination with feudal relationship of vassalage is retained in the lexeme “king” metaphoric usage when applied to the most important, best or most respected person in a group. In fact, the notion of significance and priority is so strong that in many cases gender component (male) seems to be lost or become irrelevant: client is king, consumer is king, fan is king, customer is king, programmer is king, writer is king, resident is king. The nouns “client”, “consumer”, “programmer”, etc. equally apply to both males and females. Metaphor “king” highlights a person’s higher status, power and dominance moving gender to a secondary position.

Figurative king is frequently exploited by mass media in order to create, support, destroy or impose a certain social opinion about public figures and celebrities (musicians, sportsmen, politicians, etc). As seen from the following extracts, the metaphor can both raise and diminish a person’s social and professional status.

(1) PAUL GASCOIGNE  was unofficially crowned of king of world football here last night as he gloriously won his personal duel with Maradona with a wonder goal that ‘had made in heaven’ stamped all over it [CEP W_newsp_other_sports ] [1]

(2) This year Bob Dylan is the king of rock' n' roll, and he is the least likely king popular music has ever seen [MAG SatEvenPost ] [2]

In sample (1) Paul Gascoigne conceptualized as king of world football is sure to make a most favorable impression on fans and readers. Contextual units such as “gloriously won”, “wonder goal”, “had made in heaven” hyperbolize his professional skills and talent and diminish the status of another football star (Maradona).

As for sample (2), Bob Dylan’s reputation as a king of rock’ n’ roll is somehow spoilt as he was not expected to have one. The phrase “he is the least likely king popular music has ever seen” implies that the person is not really worth of the given title.

Prince is just one step below king and the attributes defined for the latter apply in this case. Preeminence, authority and respect are highlighted in the metaphoric usage of prince as a successful person.

(3) The young prince of experimental physics, Ernest Rutherford, then a professor at McGill University in Montreal, discovered the enormous energy released by alpha particle radiation from radioactive substances [ACAD Mercury ] [2]

(4) This is the prince of pop, the son and heir of pop star Michael Jackson, now appearing in OK [SPOK CNN_Company ] [2]

The motivation for conceptualization men in the above extracts as princes rather than kings refers the age (young – sample 3) and family status (son and heir – sample 4).

The figurative prince, however, has additional connotations in comparison with its more senior variant (king). Being an heir of the throne and a potential leader of the country, prince is often connected with people’s hopes for a better life in the future. In legends and fairytales he is idealized as a perfect partner many girls and young women dream about. Prince is a handsome, kind, caring, loving and affectionate male: prince of a fellow, prince of a guy, prince of a man, prince of my dreams.

The notion of highly positive qualities conveyed by the metaphor “prince” is also exploited in non-romantic spheres of relationships, such as family (prince of a brother, prince of a son, prince of a dad) and professional activity (prince of a lawyer, prince of a doctor).

As a member of the royalty, metaphoric queen bears many similarities to king and prince in the terms of a higher social standing, power and dominance. As a female metaphor, however, it also refers to an attractive woman or girl, and the notion of prominence can sometimes convey sexual implications: sex queen, porn queen, queen of the night, queen of courtesans, queen of cougars, queen of pleasure. Metaphor “queen” is often modified by the adjectives referring to appearance: beautiful queen, lovely queen, pretty queen, glamour queen, gorgeous queen.

Queen is also used to nominate homosexual men in a pejorative way as femininity is regarded as an extremely negative trait in males. In this way men who prefer non-conventional sex seem to lose their gender identity and become bearers of a negative social stigma.

Moreover, contempt towards homosexuality is sometimes extrapolated on other spheres of a person’s live, which have mo direct connections to sexual orientation.

(5) What does that old queen know? He wasn't even there [FIC Mov:EdWood ] [2]

Thus, in sample (5) a person involved in non-conventional sex is considered to be stupid and unreliable. The negative connotation conveyed by queen is further emphasized by the adjective “old”, which implies uselessness and backwardness.

(6) She didn't do it alone. In fact, she is just one in a long list of women attached to an incredibly odd publicity machine, DD Entertainment. At the head of it all, a former porn star turned queen of scandal [SPOK ABC_Nightline ] [2]

(7) Love triangles, revenge, all in a day's work for the queen of daytime soap Susan Lucci. She's best known for her long running role as the sexy and sassy Erica Cane in All My Children, which famously earned her nineteen Emmy nominations before she won it [SPOK NBC ] [2]

Attractiveness as a source domain of queen is exploited to present female public figures and celebrities (porn star – sample 6, sexy and sassy – sample 7). Constant rivalry and competition also seem to be an essential part of women’s popularity (love triangles, revenge – sample 7, odd publicity machine, scandal – sample 6).

Extract (6) also implies that a woman’s power is temporary (long list of women) and is based on destroying other women by means of scandal.

Princess is in many respects a younger image of queen. Both share a high social status, respect of laymen and privileged living conditions. Traditionally, princess is described as a young beautiful girl mistreated by an evil and jealous queen (her stepmother) and rescued by a noble knight (prince) with whom she lives happily ever after.

Beauty and need for protection are the two notions frequently borrowed from the source domain princess in metaphorical usage: beautiful princess, pretty princess, lovely princess, little princess, sweet princess, fairytale princess, spoilt princess.

Naughtiness, glamour, luxurious life and prestige of princess are mapped onto female celebrities in order to create and support a certain public attitude.

(8) The princess of over-the-top pop passes on her appreciation for the finer things to Asia, her fabulous French bulldog [MAG People] [2]

 (9) Already Sydney has trained her, fashioned another little Princess of Art, streamlined and groomed for success [FIC Atlantic] [2]

As we can see from sample (8) the public appreciation of a woman is more a matter of her extravagant habits and lifestyle (the finer things to Asia, her fabulous French bulldog) than actual talent. Sample (9) implies that the woman’s success should be attributed to her benefactor rather than to herself. This connotation is emphasized by the indefinite pronoun “another” (she is not different from many other women) and the adjective “little”, which refers not only to her young age but is also aimed at diminishing her significance and proficiency.

Although all the members of royal family (king, queen, prince, princess) are naturally above ordinary people due to a higher social status and privileged standing, it is the male half who is regarded as bearers of real (king) or potential (prince) supreme state power. That is why male dignitary metaphor is exploited to activate the relationships of power, preeminence and dominance.

In addition to status and dominance, the source domain of queen and princess highlight physical categories of beauty and attractiveness. The power and authority in society should stereotypically belong to men. A powerful or successful woman (especially in a circle of men) is likely to cause negative attitude in a form of incredulity, suspicion or hostility. This is supposed to be the reason for presenting women as main/dominant figures in this or that field with the hint on their gender peculiarities – attractiveness and sexuality.

Historically, common people were to provide for nobility’s comforts and well-being. They catered for food, clothing, shelter, etc., so dignitaries could indulge in the activities appropriate of their rank and social standing. Servants as housekeepers and personal attendants were significant to noble households. A good servant had to be not just blindly obedient, but skilful, smart, loyal and devoted. Besides, many servants shared their masters’ house as well as their secrets.

Loyalty and reliability of a servant in combination with emotional attachment to a master seem to be the basis of its metaphoric usage as figurative servant denotes a devoted and helpful follower or supporter: servant of the community, servant of the people, servant of humanity, servant of public health, servant of the strong, servant of terrorism.

Logically, a servant’s standing among his/her peers directly depended on his/her master’s status and power. Similarly, figurative servant connotations appear to depend on a cause or person he/she is devoted to.

(10) The Archbishop of Westminster, Cardinal Basil Hume, described him as an outstanding servant of truth and justice [CH6 W_newsp_tabloid] [1]

(11) The attorney general is now understood to be a servant the president rather than the law, and the president doesn't appear to want torture prosecuted [ACAD Humanist] [2]

In sample (10) the notion of service and devotion is exploited in the context of the highest democratic and moral values (truth and justice). By means of a metaphoric servant a person is portrayed as a respected member of society, a model of behavior for other citizens. Positive connotations are further emphasized by the adjective “outstanding”.

In sample (11), on the contrary, a person’s loyalty is directed in the wrong way: he serves the president rather than the law, which is supposed to the supreme power in a democratic state. The metaphor is used to express strong disapproval not so of the servant (the attorney general) as of the master (the president).

Lackey used to be rather a low-rank servant. His tasks did not demand much expertise and were limited to pleasing masters and their guests in all possible ways. Lackeys are traditionally presented as flattering, obedient and not very bright sycophants.

Therefore, the metaphorical lackey as a person eager to obey others just because they are more important or powerful than him/her, bears negative connotations: lackey of imperialism, lackey of bureaucracy, lackey of the government, lackey of the administration, lackey of foreign powers, lackey of the state, lackey of the Zionists.

As seen from the extracts below, lackey (contrary to servant) is always used disapprovingly, no matter what kind of person, organization or cause an individual is willing to serve and obey. The explanation to this lies in the fact that it is power and status one is devoted to, not person or organization holding it, and the power is over, the devotion is sure to be over, too. Fake loyalty is considered to be sometimes even worse than no loyalty at all.

(12) Critics label him a lackey of neoconservative Rumsfeld, Vice President Dick Cheney and others [NEWS Atlanta] [2]

(13) Was she an anguished mother demanding answers? Or a publicity hound and lackey of the left exploiting her own child? [NEWS AssocPress] [2]

Slave was historically deprived of any status. He/she was regarded as a legal property of a master and was often treated as an animal or even an object. Slaves had no rights and their lives were of no value to anyone. Although slavery is a thing of the past, the notion of being totally controlled and dependent is a source of slave metaphoric expansion: slave of passions, slave of habits, slave of custom, slave of fashion, slave of public opinion, slave of self-involvement.

Freedom is the highest value of humanity, a necessary condition of an individual’s physical, moral and spiritual life. Freedom is believed to be given by God. That is why voluntary giving up freedom is considered to be highly negative and self-destroying. We suppose this to be the reason for the negative connotations conveyed by slave metaphorical expressions.

The extracts below demonstrate that it is wrong to allow oneself to be absolutely controlled by something, no matter how insignificant (sample 14) or important (sample 15) this something might seem to be.

(14) You (the attorney) are the slave of technicalities; you do not understand that species of security which is above the words of a deed or the letter of a law [C-1837 (W)] [3]

(15) Man should not become the slave of science [C-1984 Hume (C)] [3]

Despite opposed social standings both royalties and commoners are productive source domains for metaphorical conceptualization of public figures. Dignitary and pleb metaphors are employed by mass media in order to create, support, destroy or impose a certain social image of a person. The central qualities of a dignitary image are power, dominance, leadership, perfectness (for men) plus attractiveness and sexual desirability (for women). In pleb metaphors gender component is irrelevant. Pleb image construction includes loyalty, devotion, obedience and dependence.

Both groups of metaphors convey ambiguous connotations, motivated by a number of factors, such as historical background, aspects of target domain hidden and highlighted, immediate modifiers and context as a whole.