A Cognitive Blending Analysis Of Idioms In Ntv’s Segment: “Bull’s Eye”.

Abstract

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. However, delimited attention has hitherto been paid to the unlocking of blended idioms within the Cognitive Integration Perspective in the Kenyan locale. In this chapter, 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 unfolding 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 chapter is that a striking feature of human communication is to create new meanings using blending which improves figurative competencies. The chapter, therefore, recommends that for a better understanding of blended idiomatic expressions and other phraseological items, one should consider contexts expressed in language. We, therefore, conclude 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.