A COGNITIVE BLENDING ANALYSIS OF IDIOMS IN NTV’S SEGMENT: “BULL’S EYE”

Abstract

Idiomatic expressions are essentially based on conceptual mappings operating between source and target domains. As such, fundamental branches of Linguistics may fall short of the capacity to unwrap meaning where cognitive processes are involved. In fact, idioms, just like metaphor and metonymy, is a matter of thought requiring cognitive semantics in analysis. Fauconnier and Turner’s (2002) postulation that the choreography of certain language data requires analysis beyond the boundaries of conventional provisions is the blast-off point in the studies investigating the correlation between cognition and language in idioms. However, delimited attention has hitherto been paid to the unlocking of blended idioms within the Cognitive Integration Perspective in the Kenyan locale.  In this paper, therefore, we analyze the processes of perception and meaning of blended idioms vis-à-vis the canonized forms in Bull’s Eye aired every Friday on NTV. The program is a hilarious satire summarizing weekly socio-political occurrences in a manner exhibiting a rarity of linguistic expression. In order to unlock both literal and figurative meanings, it is salient to explicate the mechanisms by which local context affects the process of idiom  construction within the postulates of Cognitive Integration Theory (CIT) whose premise penetrates minds thus forming networks of mental spaces exploring human information  integration. Using conventional content analysis, the chapter identifies, classifies and attempts a conceptual interpretation of new knowledge based on metaphorical mappings to illustrate the emergent structures. The general finding of the paper is that a striking feature of human communication is to create new meanings using blending which improves figurative competencies. We, therefore, recommend that for a better understanding of blended idiomatic expressions and other phraseological items, one should consider contexts expressed in language. This research concludes that idioms achieve creativity and novelty and should be explained using a cognitive linguistics approach. Further, blended idioms, when subjected to inadequacies of grammar alone, robs one of the ability to appreciate new interpretations.