A relação metonímia-metáfora e a persuasão implícita em memes multimodais.

The objective of this paper is to critically examine implicit persuasion and its occurrence in multimodal memes circulating on Facebook, focusing on the metaphormetonymy relationship. Persuasion tends to occur mostly implicitly, avoiding evaluative language related with interpersonal meanings. Thus it depends on notions such as frame, which allows addressees to infer hidden message contents. This phenomenon commonly occurs in metonymies, tropes that for being indexical inform only part of reality, and depend on the receiver for the complementation of the information they carry. In this sense, the idea that conceptual metaphors can be special cases of their conceptual interaction with metonymies that provide contiguity between the text and the reader's frame has been accepted. On the basis of this relationship, memes, despite their small extent, can promote persuasion. The research is based on Sociosemiotic Visual Grammar and Systemic-Functional Linguistics and answers the following questions: (a) How does implicit persuasion occur in verb-visual memes? (b) What is the role of metonymies and metaphors in such process? (c) How can Systemic Functional Linguistics by means of transitivity and appraisal contribute to the persuasive process of memes? The results show that the implicit persuasion in memes is made thanks to lexicogramatical choices, metonymizations, motivated by conceptual metaphors, which not only permeates and dominates the whole meme, but also forms the backbone of its argumentative structure. [ABSTRACT FROM AUTHOR]