A Multimodal Analysis of Metaphors in Artificial Intelligence-Related Cartoons

Abstract

This paper, adopting a multimodal perspective and Critical Metaphor Analysis (CMA) approaches, examines 50 cartoons about artificial intelligence published on American cartoon websites from 2023 to 2024. The study finds that AI cartoons mainly construct metaphors through a cross-modal mapping “text as target domain, image as source domain” structure. These cartoons are based on metonymy, presenting metaphorical scenes through the interaction of metonymy and metaphor. The abstract concept of “artificial intelligence” is often metaphorically represented as robots, thereby deepening readers’ understanding of the role of technological image in the socio-cultural context. By analyzing four major metaphorical scenes—devouring, competing, chasing, and hijacking—this paper elucidates the dual perceptions of the opportunities and challenges brought by technological advancements in AI as well as cautious attitude towards AI development.