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McDonaldization is a term often used as a synonym for globalization and it represents the spread of the policy practiced by the fast-food company McDonald’s in various parts of the world. Sociologist George Ritzer extensively analyses this concept in his book titled “The McDonaldization of Society”. The McDonaldization is considered part of a larger [...]

More than just an artistic means of expression, metaphor is actually a peculiarity of the human mind and its manner of perceiving the world. In this respect, the term conceptual metaphor has been recently coined in the area of cognitive linguistics in order to denote a concept that is so characteristic of the way [...]