Da basílica à feira... do oásis ao Shoppingleu": a trajetória das metáforas do Jubileu em Congonhas (MG)

Abstract

Starting from the research agenda on organizational metaphor defended by Cornelissen and others (2008), this paper aims to explore the relation between metaphor making of and the physical and symbolic spatial identity, from the proposals for analysis of spatial identity and embodied metaphors. To this end, a summary of the subject’s development to the current research agenda was made. Discourse analysis was used to analyze the corpus of 22 semistructured interviews conducted at a religious event fair in Congonhas (MG). We obtained three groups of metaphors related to three different spaces, each space with its distinctive feature and its own identity characteristics. It is noted that, besides being indicators par excellence in the metaphor meaning production, material elements play a key role to provide meanings in an ontological domain. In addition, as argued by Smith (1999), it was noted that elaborate metaphors seem to follow a time-space trajectory that is consonant with institutional changes.