A cognitive analysis of animal imagery in digital discourse: a case study of Bengali tweets

Abstract As explored in relevant literature, both ecolinguistics and cognitive linguistics emphasize metaphors as conceptual devices to frame the reality around us. Animal metaphor forms an interesting domain to comprehend human-animal relationship at the interface of ecolinguistics and cognitive linguistics. Deriving from this, the research questions the suitability of the animalized language through Conceptual Metaphor Theory (CMT) and Conceptual Blending Theory (CBT). Data from Twitter has been analyzed to understand how the animals on social media impacts the human mind in establishing speciesism among Bengali speakers. Hence, to supplement the research with an ecological perspective, a mixed-method approach has been employed using three studies: (1) to understand the general public opinion on using animal metaphor; (2) to present the cognitive operations of the imaginative mind in using animal metaphor; and (3) to check the reflection of human attitude in real-time practices. The research findings highlight the harmful frames that social media can trigger in the mental spaces of the users – excluding animals qua animals. Additionally, the research also empirically verifies that animalized language use is one of the significant factors behind the speciesist attitudes among Bengali speakers. The research also seeks to sensitize humans towards the hateful nature of the animalized tweets.