March 17th, 2008 Fred McVittie
The superior access to knowledge that is implied by the use of height metaphors may also contribute toward the forming of a well-established metaphor which associates height with the abstract concept of ‘value’ or ‘goodness’. This is usually expressed within the conventional syntax of Conceptual Metaphor Theory as UP IS GOOD. Like all such metaphorical mappings this draws upon routine embodied sensorimotor experiences to structure and articulate what would otherwise be inconceivable; values such as ‘good’ and ‘bad’ are easily experienced in the particular but as general terms they make no impact on the senses, and can therefore only be conceptualised through the use of an organizing metaphor.
Evidence for the existence of the UP IS GOOD metaphorical mapping can be found in the extensive use of terms relating height to positive value or quality; we speak of ‘high value’, ‘high quality’, and ‘high performance’, and positive progress is usually considered as movement in an upward direction. When we wish to cite the ultimate authority we might refer to a ‘higher power’, or in more Earthly terms to someone who is at the top of their field, the top of their game, or the height of their success. We indicate value in commerce by saying that sales are up, production is up, employment is up, and profits are up, and we show this elevation on graphs and charts. We reach for the stars, climb the career ladder, move up the league, reach the top of the charts, and if we are churlish we might look down on those who are not at our level. In all of these instances the metaphorical correspondence between height and positive value is clear. In all cases UP IS GOOD. This consistency, in which positivity in many different areas is expressed using the same organizing metaphor, is strong evidence for its being grounded in a single experience or a small set of related experiences, ultimately originating in a common feature of our embodiment and the affordances it offers in relation to the environment in which it is embedded. Further evidence of the coherence and non-arbitrary nature of such an embodied metaphor is the fact that there is a complementary set of organizing metaphors which relate lack of height to negative value, expressible in the standard syntax as DOWN IS BAD. This is revealed in the badness of being ‘down in the dumps’, ‘beneath contempt’, ‘low on the totem pole’, a member of the ‘lower classes’ or possibly even the ‘underclass’, or ‘under the weather’. This correspondence in the relationships GOOD IS UP and DOWN IS BAD is a clear illustration of the non-arbitrary nature of these conceptual metaphors. The dimension of height, together with possible movement in this dimension, is an ‘image schema’ which structures a wide range of value-related concepts.
The most often cited origin for this schema refers to the common experience of acquiring and using material resources. In accumulating some kind of valuable resource, firewood for example, it is an obviousness that the more of this resource we accumulate the higher the pile will be. It follows from this completely embodied and indeed ancient fact of life that the pile of firewood which is high will have more value that one which is more lowly. Similarly, the height of a pile of fish, fruit, dead rabbits, projectile-sized rocks, gold, or any other substance which confers health, survival, or status, is a direct measure of the value of that pile. In terms of value, when it comes to the height of a pile of desirable material stuff, UP IS GOOD. This unambiguous and intuitive fact provides the concrete source from which we can structure, organise, and conceptualise the relative values of non-concrete entities such as ‘performance’, ‘esteem’, ‘profits’, ‘social status’, or ‘mood’. We may not be able to literally pile our achievements up and compare them to the pile of the guy next door, but when we use height-related terms to carry out such an evaluation that is, metaphorically, what we are doing.
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