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Metaphors To Contextualize The World

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Organizations and metaphors are closely linked (Short, 2000). Susan Koch and Stan Deez (1981) sustain that metaphors are the heart of the interpretive process "that continually structures the organization's reality". Metaphors are useful and powerful communication devices used in our daily conversation and in academic research. They are conceptual tools that we use to make sense of the world and interpret meaning (Ortony, 1975; Oswick, Keenoy & Grant, 2002; Pepper, 1942; Smith & Simmons, 1983). By using analogies, metaphors create mental images that assist in interpreting the world. Morgan (1998) believes that by creating certain types of realities within our minds, metaphors help us to contextualize the world in ways that we may not have imagined

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