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<p class="MsoNormal"><span style="font-family:"Aptos",sans-serif">Dear all,<o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-family:"Aptos",sans-serif">Many of you on this list will no doubt be familiar with Elena Semino’s work in metaphor, stylistics, corpus linguistics, and discourse studies. She will be joining us at WU on 28<sup>th</sup>
March (5pm) to give a lecture on metaphor and vaccines, and of course the invitation is open to all. Please register with a short email to
<a href="mailto:bizcomm.lectures@wu.ac.at">bizcomm.lectures@wu.ac.at</a> if you can make it.<o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-family:"Aptos",sans-serif"><o:p> </o:p></span></p>
<p class="MsoNormal"><span style="font-family:"Aptos",sans-serif">All best,<o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-family:"Aptos",sans-serif">Mathew<o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:9.0pt;font-family:"Verdana",sans-serif;color:#1F4E79;mso-ligatures:standardcontextual;mso-fareast-language:EN-GB">____________________</span><span style="font-size:9.0pt;font-family:"Verdana",sans-serif;color:#1F4E79;mso-fareast-language:EN-GB"><o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:9.0pt;font-family:"Verdana",sans-serif;color:#1F4E79;mso-ligatures:standardcontextual;mso-fareast-language:EN-GB"><o:p> </o:p></span></p>
<p class="MsoNormal"><span style="font-size:9.0pt;font-family:"Verdana",sans-serif;color:#1F4E79;mso-ligatures:standardcontextual;mso-fareast-language:EN-GB">Dr. Mathew Gillings<o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:9.0pt;font-family:"Verdana",sans-serif;color:#1F4E79;mso-ligatures:standardcontextual;mso-fareast-language:EN-GB">Institute for Language and Discourse in Business, D2/C<o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:9.0pt;font-family:"Verdana",sans-serif;color:#1F4E79;mso-ligatures:standardcontextual;mso-fareast-language:EN-GB">WU Vienna University of Economics and Business<o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:9.0pt;font-family:"Verdana",sans-serif;color:#1F4E79;mso-ligatures:standardcontextual;mso-fareast-language:EN-GB">Welthandelsplatz 1, 1020, Vienna<o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:9.0pt;font-family:"Verdana",sans-serif;color:#1F4E79;mso-ligatures:standardcontextual;mso-fareast-language:EN-GB"><o:p> </o:p></span></p>
<p class="MsoNormal"><span style="font-size:9.0pt;font-family:"Verdana",sans-serif;color:#1F4E79;mso-ligatures:standardcontextual;mso-fareast-language:EN-GB">Email:
</span><span lang="DE-AT" style="font-size:12.0pt;font-family:"Aptos",sans-serif;color:#1F4E79;mso-ligatures:standardcontextual;mso-fareast-language:EN-GB"><a href="mailto:mathew.gillings@wu.ac.at"><span lang="EN-GB" style="font-size:9.0pt;font-family:"Verdana",sans-serif;color:#1F4E79">mathew.gillings@wu.ac.at</span></a></span><span style="font-size:9.0pt;font-family:"Verdana",sans-serif;color:#1F4E79;mso-ligatures:standardcontextual;mso-fareast-language:EN-GB"><o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:9.0pt;font-family:"Verdana",sans-serif;color:#1F4E79;mso-ligatures:standardcontextual;mso-fareast-language:EN-GB">Tel: +43 1 31336 6088<o:p></o:p></span></p>
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<p class="MsoNormal"><b><span lang="EN-US" style="mso-fareast-language:EN-GB">From:</span></b><span lang="EN-US" style="mso-fareast-language:EN-GB"> dept-wiko <dept-wiko-bounces@wu.ac.at>
<b>On Behalf Of </b>bizcomm.lectures<br>
<b>Sent:</b> 13 March 2025 07:32<br>
<b>To:</b> mgilling@wu.ac.at<br>
<b>Subject:</b> [dept-wiko] Upcoming Lecture on 28.03.2025<o:p></o:p></span></p>
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<p class="MsoNormal"><b><span lang="DE" style="mso-fareast-language:DE"><img border="0" width="379" height="90" style="width:3.9479in;height:.9375in" id="Bild_x0020_1" src="cid:image001.jpg@01DB724E.16FE4620"></span></b><b><span lang="DE" style="mso-fareast-language:DE"><o:p></o:p></span></b></p>
<p class="MsoNormal"><b><span lang="DE" style="mso-fareast-language:DE"><o:p> </o:p></span></b></p>
<p class="MsoNormal"><span lang="EN-US"><o:p> </o:p></span></p>
<h2 style="margin-top:0cm;line-height:14.4pt;background:white"><i><span lang="DE-AT" style="font-size:9.0pt;font-family:"Verdana",sans-serif;color:black">*** Bitte für die deutsche Version nach unten scrollen.***</span></i><span lang="DE-AT"><o:p></o:p></span></h2>
<p class="MsoNoSpacing"><span lang="DE-AT" style="font-family:"Verdana",sans-serif"> </span><span lang="DE-AT"><o:p></o:p></span></p>
<p class="MsoNoSpacing"><span lang="EN-US" style="font-size:11.0pt">Dear colleagues,
<span style="color:black"><o:p></o:p></span></span></p>
<p class="MsoNoSpacing"><span lang="EN-US" style="font-size:11.0pt"> <o:p></o:p></span></p>
<p class="MsoNoSpacing"><span lang="EN-US" style="font-size:11.0pt">on behalf of the Department of Business Communication, we would like to invite you<span style="color:black"> to</span> the upcoming event in our series
<i>Lectures in Language, Communication & Culture.</i> We are happy to welcome <b>
Elena Semino</b> from <b>Lancaster University </b>who will give a talk on </span>
<span lang="EN-US"><o:p></o:p></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p> </o:p></span></p>
<p class="MsoNormal"><b><i><span lang="EN-US" style="font-size:16.0pt"><a href="https://www.wu.ac.at/bizcomm/event-details/detail/public-lecture-elena-semino">Lecture: „Metaphors and vaccines: Opportunities and challenges“</a></span></i><span class="MsoHyperlink"><o:p></o:p></span></b></p>
<p class="MsoNormal"><span class="MsoHyperlink"><i><span lang="EN-US" style="font-size:16.0pt"><o:p><span style="text-decoration:none"> </span></o:p></span></i></span></p>
<p class="MsoNormal"><b><span lang="EN-US">Date</span></b><span lang="EN-US">: 28 March 2025</span><o:p></o:p></p>
<p class="MsoNormal"><b><span lang="EN-US">Time</span></b><span lang="EN-US">: 17:00<o:p></o:p></span></p>
<p class="MsoNormal"><b><span lang="EN-US">Location</span></b><span lang="EN-US">: D2.2.228<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p> </o:p></span></p>
<p class="MsoNormal"><span lang="EN-US">*Please register for the event: </span><span lang="DE"><a href="mailto:bizcomm.lectures@wu.ac.at"><span lang="EN-US">bizcomm.lectures@wu.ac.at</span></a></span><span lang="EN-US"><o:p></o:p></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p> </o:p></span></p>
<p class="MsoNormal"><b><i><span lang="EN-US" style="font-size:14.0pt">Abstract<o:p></o:p></span></i></b></p>
<p class="MsoNormal"><span lang="EN-US">What do memories, raincoats and snakes have in common? They have all been used as metaphors for vaccines by people with different views and communicative goals.<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="EN-US">This talk is concerned with how, why and with what potential consequences metaphors are used to communicate about vaccines by different people in different contexts, including popular science books, public health campaigns,
and podcasts by celebrity anti-vaxxers. It shows how different metaphors are used to achieve different communicative goals, from explaining how rapidly-developed vaccines are safe, to suggesting that vaccines are part of a large-scale conspiracy at the expense
of ordinary people.<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="EN-US">Both opportunities and challenges arise from a consideration of these patterns in metaphor use and an appraisal of the world in the mid-2020s (e.g. a vaccine hesitant government in the USA). First, metaphors can be one
of the tools to be deployed to address the loss of confidence in vaccines caused by the pandemic-related experience of being repeatedly infected by a virus after one or several vaccinations. Second, pro-vaccination metaphors by scientists and public health
agencies tend to be clear and accessible but do not usually match the high emotional valence of anti-vaccination metaphors, nor the way in which anti-vaccination metaphors fit into a broader terrifying narrative of which vaccines are a part. An awareness of
this mismatch may be helpful in crafting metaphorical and non-metaphorical future public health messages about vaccinations.<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="EN-US"><o:p> </o:p></span></p>
<p class="MsoNormal"><b><i><span lang="EN-US" style="font-size:14.0pt">Bio<o:p></o:p></span></i></b></p>
<p class="MsoNormal"><span lang="EN-US">Elena Semino is a Distinguished Professor in the Department of Linguistics and English Language at Lancaster University. She is the director of the <i>ESRC Centre for Corpus Approaches to Social Sciences</i>, as well
as a member and current lead of the <i>International Consortium for Communication in Health Care</i>. Her research interests are in health communication, medical humanities, stylistics, and metaphor theory and analysis. Her work combines qualitative analysis
with corpus linguistic methods. One of the many projects she is currently involved with is the ESRC-funded project <i>Questioning Vaccination Discourse: A Corpus-based Study</i>, applying linguistic methods to better understand pro- and anti-vaccination views.<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="EN-US" style="font-size:9.0pt;font-family:"Verdana",sans-serif"><o:p> </o:p></span></p>
<p class="MsoNormal"><span lang="DE"><a href="https://www.wu.ac.at/bizcomm/"><span lang="DE-AT">Wirtschaftsuniversität Wien: Department für Wirtschaftskommunikation - WU (Wirtschaftsuniversität Wien)</span></a></span><span lang="DE-AT"><o:p></o:p></span></p>
<p class="MsoNormal"><span lang="DE-AT"><o:p> </o:p></span></p>
<p class="MsoNormal"><span lang="DE-AT">Best regards, <o:p></o:p></span></p>
<p class="MsoNormal"><span lang="DE-AT">Jens Seiffert-Brockmann<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="DE-AT"><o:p> </o:p></span></p>
<p class="MsoNormal"><span lang="DE-AT"><o:p> </o:p></span></p>
<p class="MsoNormal"><span lang="DE-AT"><o:p> </o:p></span></p>
<p class="MsoNoSpacing"><i><span lang="DE-AT" style="font-family:"Verdana",sans-serif">**** Deutsche Version ****</span></i><span lang="DE-AT"><o:p></o:p></span></p>
<p class="MsoNoSpacing"><span lang="DE-AT" style="font-family:"Verdana",sans-serif"> </span><span lang="DE-AT"><o:p></o:p></span></p>
<p class="MsoNoSpacing"><span lang="DE-AT" style="font-family:"Verdana",sans-serif">Liebe Kolleg<span style="color:black">*</span>innen,
</span><span lang="DE-AT"><o:p></o:p></span></p>
<p class="MsoNoSpacing"><span lang="DE-AT" style="color:black"><o:p> </o:p></span></p>
<p class="MsoNormal"><span lang="DE-AT">im Namen des Departments für Wirtschaftskommunikation laden wir Sie herzlich zur kommenden Veranstaltung unserer Reihe Lectures in Language, Communication & Culture ein. Wir freuen uns,
</span><b><span lang="DE">Elena Semino</span></b><span lang="DE"> </span><span lang="DE-AT">von der
</span><b><span lang="DE">Lancaster University</span></b><span lang="DE"> </span>
<span lang="DE-AT">begrüßen zu dürfen.</span><span lang="DE"><o:p></o:p></span></p>
<p class="MsoNormal"><span lang="DE-AT"><o:p> </o:p></span></p>
<p class="MsoNormal"><span lang="DE"><a href="https://www.wu.ac.at/bizcomm/event-details/detail/public-lecture-elena-semino"><b><i><span lang="EN-US" style="font-size:16.0pt">Lecture: “Metaphors and vaccines: Opportunities and challenges”</span></i></b></a></span><span class="MsoHyperlink"><b><i><span lang="EN-US" style="font-size:16.0pt"><o:p></o:p></span></i></b></span></p>
<p class="MsoNoSpacing"><b><i><span lang="EN-US" style="font-family:"Verdana",sans-serif"><br>
</span></i></b><b><span lang="DE" style="font-family:"Verdana",sans-serif">Datum:
</span></b><span lang="DE" style="font-family:"Verdana",sans-serif">28.03.2025<br>
<b>Uhrzeit</b>: 17:00<br>
<b>Ort</b>: D2.2.228</span><span lang="DE-AT" style="font-family:"Verdana",sans-serif"><o:p></o:p></span></p>
<p class="MsoNoSpacing"><span lang="DE" style="font-size:11.0pt;font-family:"Aptos",sans-serif"><o:p> </o:p></span></p>
<p class="MsoNoSpacing"><span lang="DE-AT" style="font-size:11.0pt">Wir bitten Sie sich für die Veranstaltung anzumelden:
</span><span lang="DE"><a href="mailto:bizcomm.lectures@wu.ac.at"><span lang="DE-AT" style="font-size:11.0pt">bizcomm.lectures@wu.ac.at</span></a></span><span lang="DE-AT" style="font-size:11.0pt"><o:p></o:p></span></p>
<p class="MsoNoSpacing"><span lang="DE-AT" style="font-size:11.0pt"><o:p> </o:p></span></p>
<p class="MsoNormal"><b><i><span lang="DE-AT" style="font-size:14.0pt">Abstract:</span></i></b><span lang="DE-AT" style="mso-fareast-language:DE-AT">
<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="DE-AT" style="mso-fareast-language:DE-AT">Was haben Erinnerungen, Regenmäntel und Schlangen gemeinsam? Sie alle wurden von Menschen mit unterschiedlichen Ansichten und kommunikativen Zielen als Metaphern für Impfstoffe verwendet.<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="DE-AT" style="mso-fareast-language:DE-AT">In diesem Vortrag geht es darum, wie, warum und mit welchen potenziellen Folgen Metaphern von verschiedenen Menschen in unterschiedlichen Kontexten zur Kommunikation über Impfstoffe
verwendet werden, darunter populärwissenschaftliche Bücher, öffentliche Gesundheitskampagnen und Podcasts von prominenten Impfgegnern. Es wird gezeigt, wie verschiedene Metaphern verwendet werden, um unterschiedliche kommunikative Ziele zu erreichen, von der
Erklärung, dass die schnell entwickelten Impfstoffe sicher sind, bis hin zu der Behauptung, dass Impfstoffe Teil einer groß angelegten Verschwörung auf Kosten der normalen Menschen sind.<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="DE-AT" style="mso-fareast-language:DE-AT">Aus der Betrachtung dieser Muster in der Verwendung von Metaphern und einer Einschätzung der Welt Mitte der 2020er Jahre (z. B. einer impfkritischen Regierung in den USA) ergeben sich
sowohl Chancen als auch Herausforderungen. Erstens können Metaphern eines der Instrumente sein, die eingesetzt werden, um dem Vertrauensverlust in Impfstoffe entgegenzuwirken, der durch die pandemiebedingte Erfahrung einer wiederholten Infektion mit einem
Virus nach einer oder mehreren Impfungen entsteht. Zweitens sind Metaphern, die von Wissenschaftlern und Gesundheitsbehörden pro-Impfung verwendet werden, in der Regel klar und verständlich, entsprechen aber nicht der hohen emotionalen Wertigkeit von Anti-Impf-Metaphern
oder der Art und Weise, in der Anti-Impf-Metaphern in eine umfassendere Schreckenserzählung passen, zu der auch Impfungen gehören. Ein Bewusstsein für diese Diskrepanz kann hilfreich sein, wenn es darum geht, metaphorische und nicht-metaphorische Botschaften
für die öffentliche Gesundheit zu formulieren.<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="DE-AT" style="mso-fareast-language:DE-AT"><o:p> </o:p></span></p>
<p class="MsoNormal"><b><i><span lang="DE-AT" style="font-size:14.0pt">CV<o:p></o:p></span></i></b></p>
<p class="MsoNormal"><span lang="DE-AT">Elena Semino ist Professorin am Fachbereich für Linguistik und englische Sprache an der Universität Lancaster. Sie ist die Direktorin des ESRC Centre for Corpus Approaches to Social Sciences sowie Mitglied und derzeitige
Leiterin des ‚International Consortium for Communication in Health Care‘. Ihre Forschungsinteressen liegen in den Bereichen Gesundheitskommunikation, medizinische Geisteswissenschaften, Stilistik sowie Metapherntheorie und -analyse. In ihrer Arbeit kombiniert
sie qualitative Analysen mit korpuslinguistischen Methoden. Eines der vielen Projekte, an denen sie derzeit beteiligt ist, ist das vom ESRC finanzierte Projekt „Questioning Vaccination Discourse: A Corpus-based Study“, bei dem linguistische Methoden angewandt
werden, um die Ansichten der Impfbefürworter und Impfgegner besser zu verstehen.<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="DE-AT"><o:p> </o:p></span></p>
<p class="MsoNormal"><span lang="DE-AT">Besuchen Sie auch unsere Webseite: </span>
<span lang="DE"><a href="https://www.wu.ac.at/bizcomm/"><span lang="DE-AT">Wirtschaftsuniversität Wien: Department für Wirtschaftskommunikation - WU (Wirtschaftsuniversität Wien)</span></a></span><span lang="DE-AT"><o:p></o:p></span></p>
<p class="MsoNormal"><span lang="DE-AT"><o:p> </o:p></span></p>
<p class="MsoNoSpacing"><span lang="DE-AT" style="font-size:11.0pt">Wir freuen uns auf Ihre Teilnahme.<o:p></o:p></span></p>
<p class="MsoNoSpacing"><span lang="DE-AT" style="font-size:11.0pt"><o:p> </o:p></span></p>
<p class="MsoNoSpacing"><span lang="DE-AT" style="font-size:11.0pt">Liebe Grüße,<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="DE-AT">Jens Seiffert-Brockmann<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="DE-AT"><o:p> </o:p></span></p>
<p class="MsoNormal"><span lang="DE-AT"><o:p> </o:p></span></p>
<p class="MsoNormal"><span lang="DE"><img border="0" width="432" height="88" style="width:4.5in;height:.9166in" id="Grafik_x0020_1" src="cid:image002.png@01DB7633.A1710570"></span><span lang="DE"><o:p></o:p></span></p>
<p class="MsoNormal"><span lang="DE-AT"><o:p> </o:p></span></p>
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