Social imaginaries and Big History: Towards a new planetary consciousness?

A sustainable global future depends on a fundamental shift from the currently dominant national imaginary to a global imaginary. Most of human reasoning is based on prototypes, framings and metaphors that are seldom explicit; although they can be forged, usually they are merely presupposed in everyday reasoning and debates. The background social imaginary offers explanations of how ‘we’ fit together, how things go on between us, the expectations we have of each other and outsiders, and the deeper normative notions and images that underlie those expectations. We argue that although the 17th and 18th century scientific and social revolutions generated prototypes, metaphors, framings and related conceptions of time and space that pointed towards a global imaginary, there were deep-seated structural reasons for the ‘nation’ to become, at least temporarily, the central category of human existence and belonging. By the early 21st century, there are already widespread metaphors that envisage the human world as a whole—from the ‘global shopping mall’ or ‘global village’ to the ‘spaceship Earth’. Yet, compared to the rich poetics of national imaginaries, the proposed prototypes, metaphors and framings are often thin. Evoking innovative myths about shared human existence and destiny, Big History helps to articulate the rising global imaginary in terms that motivate transformative and progressive politics in the 21st century.     

The role of metaphors in the development of technologies. The case of the artificial intelligence

Technology plays a prominent role in configuring the way we live and work. In this paper we go further and think that it is a first level driver in the configuration of our deepest perceptions and has a paramount influence on shaping our worldviews and metaphors, though this aspect goes unnoticed for most of the population.In this paper we analyze how metaphors take action in the characterization of technologies, mainly emerging technologies, and in their evolution, and furthermore the impact of technologies and metaphors on the way we perceive our daily life. We analyze metaphors underlying brain nature and artificial intelligence, raising the connections between them and showing how metaphors in one of these fields impact on the way we understand the other. This fact has important consequences, for instance it conditions the evolution of computational systems, and we propose two scenarios for this evolution.This paper relies on the conceptual model and classification of metaphors proposed by Lakoff and Johnson in “Metaphors we live by”, from the orientational metaphors that show values and mantras, to the deepest structural metaphors that are reconfiguring how life is conceived. It also relies on CLA (Causal Layered Analysis) and to its reference book “CLA 2.0” in order to insert this analysis in a wider and future oriented framework and to analyze scenarios.     

Metaphors,semiotics and futures studies

Metaphor belongs to key concepts of semiotics. I have made my career in the field of semiotics and I appreciate the possibility to tell to the scientific community of futurists how a semiotician sees the various functions of metaphors and their connections to the future. The edited volume CLA 2.0 (Inayatullah & Milojevic, 2015) shows that in addition to metaphors, many futures researchers have found the general language-based approach of semiotics. The paper deals with three issues: first the theory of metaphors as such, much discussed in the semiotic literature; then what semiotics says about the future; and finally, what kind of semiotics we are considering here. I would propose to scrutinise the problem of metaphors and future in light of my own new theory which I call ‘existential semiotics’.     

From metaphoric litany text to scenarios—How to use metaphors in futures studies

Metaphor and metonymy belong to the key concepts of semiotics and general linguistics. As illustrations of scenarios, metaphors already have a long history in the futures studies, too. Metaphors were discussed in the CLA Reader 1.0¹ (Inayatullah ed., 2004) but the CLA Reader 2.0 edited by Inayatullah and Milojevic (2015) gives metaphors the central role in futures research² that they deserve. The article compares the approaches of semiotics and the CLA and suggests practical steps for the analysis of metaphoric futures oriented texts and their use in the construction of scenarios. Assuming that the litany is a text, metaphors may be present on all levels of the CLA: litany, systemic causes, worldview and myth/emotion. Metaphors are suitable even for the illustration of the CLA second level quantitative causal relations between variables. As an illustrating case study, we analyze a text that suggests the great future of the Northern Sea Route. The deconstruction of the litany results in two narratives or scenarios. They are constructed utilizing proverbs and other metaphoric sayings that get many citations on the Internet.     

The fruitful flaws of strategy metaphors

The business world is rife with metaphors these days, as managers look to other disciplines for insights into their own challenges. And metaphors can--despite their somewhat flaky image--be powerful catalysts for generating new business strategies. But metaphors are often improperly used, their potential left unrealized. We tend to look for reassuring parallels in business metaphors instead of troubling differences, the author contends. In fact, using metaphors to come up with new strategic perspectives begins to work only when the metaphors themselves don't work, or at least don't seem to. Take the following case in point. An insurance company's corporate headquarters put together a team of experts to discuss ways the firm might respond to the challenges of conducting business via the Internet. Once the team drafted a master plan, the idea was that it would be promulgated to the individual agents and offices of this widely dispersed organization. In a meeting with the company's top managers, the author talked about Charles Darwin's conceptual breakthrough in formulating the principles of evolution. As his overview of Darwin's theories about variation and natural selection gave way to questions, a heretical notion took shape: Those far-flung agents' offices, instead of being strategic liabilities in a suddenly virtual age, might instead be the mechanism for achieving an incremental but powerful corporate transformation in response to the changing business environment. But it was only when the evolutionary metaphor began to break down--when the elements of Darwin's theory clearly were at odds with the besieged insurance company's situation--that real strategic insight occurred. This anecdote offers, in a compressed form, an example of how the process of using metaphors can play out and what managers can learn from it.     

Metaphors of the future and the power of images in the British TV drama Spooks

Our analysis of metaphors of the future in the British TV drama Spooks is situated within the phenomenon of television as a complex narrative and global media product at the time of the proclaimed war on terror. We claim that the conceptualization of the future is shaped by the notion of the conflicts between civilizations, in which various Others are produced by media and military discourses as a threat to western civilization. The dominant discourses in Spooks involve the manageable future (as a destination and a framework) and the future as judgment and apocalypse (which can be avoided through the process of macro-securitization that relies on predictive analysis and the efforts of competent individuals). We explore the anticipatory aspect of the series since it predicted geopolitical trends such as 7/7, the Ukrainian crises and the negative perception of Russia. Spooks deconstructs the notion of a homogenous Western alliance and exposes the hypocrisy of the war on terror which includes the violation of civil rights. Our analysis suggests that the series has transformative potential by offering alternative future perspectives of the different sides in the conflict.     

Private Equity in the U.S.: Building a New Future

Despite the recent downturn, private equity firms still have an important role to play in the global economy. At the same time, many PE firms may need to rethink their strategies. Practices that have been worked in the past may not produce acceptable returns in a future, particularly given the current constraints on financing and leverage. One source of PE's comparative advantage, as demonstrated during the recent crisis, has been the ability of the best and most experienced firms to reorganize their portfolio companies when they get into financial trouble. But in addition to their financial management skills, specialized operating expertise has become more critical to success, and those PE firms that have not acquired it are especially likely to find that past success in raising capital is no guarantee of success in the future. The authors begin by providing a brief overview of the past three decades of global private equity to identify how the market arrived at its current position. Using the findings of academic research together with case studies and interviews with PE practitioners in the U.K., the authors suggest a number of building blocks for the future that reflect the considerable success of the most reputable and experienced PE firms in increasing the value of their portfolio companies.     

Heart of the dragon: Metaphor use in futures thinking in Taiwan

This article explores metaphors in the teaching of futures studies in Taiwan. Metaphors are divided into those that describe current reality and those that describe the future. For instance, the metaphor of the gold fish is used by students to illustrate the short attention span of the people, which attributed to recurring societal crises. A transformative metaphor example is for the library—from a fort that passively awaits worships to fire that actively passes knowledge to people. The article concludes with the benefits of using metaphors in futures thinking.     

Pedagogic metaphors and the nature of accounting signification

This paper concerns three metaphors for financial statements associated with accounting education: lenses, photographs, and the board game, Scrabble. These metaphors not only describe financial statements but also affect our interpretations of them and our behavior towards them. The lens metaphor has many implications that accounting cannot live up to; however, that does not mean that it is an inappropriate metaphor to express our aspirations for accounting and to inspire our students. The Scrabble metaphor is a somewhat pejorative metaphor that we may cynically apply to accounting, but it may also be an effective means of criticizing mindless manipulation of financial statement elements. The photographic metaphor, occupying a middle ground, might be the most intriguing of the three. At an elementary level, it captures some simple truths about accounting, or at least some simple statements we would like to be true. But as the complexities of the metaphor are explored, they reveal a variety of intriguing ontological issues that concern financial statements.     

世贸绿色机构（WTgreen）的全球绿色海洋项目

海运业很可能成为下一个征收碳关税的行业,对于船舶、航运等企业而言,谁先实施绿色标准,谁就能抢占先机。世贸绿色机构正在启动一项总投资超过200亿美元的全球绿色海洋项目,希望引领未来绿色船舶潮流     

Predictions, past and present: World and Caribbean tourism

This paper argues that, given the complexity of the variables involved in tourism itself and the vast array of factors in the broader environment that can affect tourism, it is daring for anyone to try to predict the future of tourism, particularly on a regional scale, such as for the Caribbean. The paper begins with Burkart and Medlik's 1974 predictions about the future of global tourism, one of the first attempts to do so [A.J. Burkart, S. Medlik, Tourism: Past, Present, and Future, Heinemann, London, 1974]. When each of their predictions is evaluated in the current context, it is proposed that just over half of their predictions have come true. Given the vast number of knowns and unknowns affecting global tourism, their attempt was quite bold and instructive. A set of predictions concerning the future of Caribbean tourism is then presented, in an effort to demonstrate that predicting the future of tourism is akin to predicting the future of a “mess.”     

The hidden messages managers send

If a manager in an organization talks about making an "end run," what is he saying? Is he seeing life in the organization as a game; is he seeing it as hazardous and maybe nominating himself for a hero role; or is he merely saying he's going all the way with a project, regardless. The truth is we don't know what he's saying. It is all too easy both to interpret the metaphors others use to fit out own meanings and to ignore the fact that metaphors have idiosyncratic meanings that should be listened to. The author describes three ways managers convey messages about themselves and the ways they see the world. He encourages the reader to see these ways--their metaphors, office settings, and body language and tones that accompany their speech--as means of communicating. Just as speech or mathematics, these are languages that can be learned. With skill in them, a manager can see or hear what is really going on when people talk, what hidden messages we are sending all the time. The author gives some hints on what to look and listen for in trying to understand others, but he warns against simplistic interpretations: all messages occur in context.     

The wise leader

In an era of increasing discontinuity, wise leadership has nearly vanished. Many leaders find it difficult to reinvent their corporations rapidly enough to cope with new technologies, demographic shifts, and consumption trends. They can't develop truly global organizations that operate effortlessly across borders. And they find it tough to ensure that their people adhere to values and ethics. The authors assert that leaders must acquire practical wisdom, or what Aristotle called phronesis: experiential knowledge that enables people to make ethically sound judgments. Wise leaders demonstrate six abilities: (i) They make decisions on the basis of what is good for the organization and for society. (2) They quickly grasp the essence of a situation and fathom the nature and meaning of people, things, and events. (3) They provide contexts in which executives and employees can interact to create new meaning. (4) They employ metaphors and stories to convert their experience into tacit knowledge that others can use. (5) They exert political power to bring people together and spur them to act. (6) They use apprenticeship and mentoring to cultivate practical wisdom in orders.     

How global brands compete

It's time to rethink global branding. More than two decades ago, Harvard Business School professor Theodore Levitt argued that corporations should grow by selling standardized products all over the world. But consumers in most countries had trouble relating to generic products, so executives instead strove for global scale on backstage activities such as production while customizing product features and selling techniques to local tastes. Such "glocal" strategies now rule marketing. Global branding has lost more luster recently because transnational companies have been under siege, with brands like Coca-Cola and Nike becoming lightning rods for antiglobalization protests. The instinctive reaction of most transnational companies has been to try to fly below the radar. But global brands can't escape notice. In fact, most transnational corporations don't realize that because of their power and pervasiveness, people view them differently than they do other firms. In a research project involving 3,300 consumers in 41 countries, the authors found that most people choose one global brand over another because of differences in the brands'global qualities. Ratherthan ignore the global characteristics of their brands, firms must learn to manage those characteristics. That's critical, because future growth for most companies will likely come from foreign markets. Consumers base preferences on three dimensions of global brands--quality (signaled by a company's global stature); the cultural myths that brands author; and firms' efforts to address social problems. The authors also found that it didn't matter to consumers whether the brands they bought were American--a remarkable finding considering that the study was conducted when anti-American sentiment in many nations was on the rise.     

Future kinship and the study of culture

Throughout the 20th century, body and machine have provided distinctive parallel metaphors for the concept of culture. But now these metaphors are merging as human lives are increasingly engineered through technonatural processes. In one imagined future, biotechnology will give us the means to determine our own genealogy and the potential to play a role in the ‘culturing’ of the future, as the natural and unpredictable transmission of human characteristics is transformed into a predictable process arising from the manipulation of the gene pool. New procreative possibilities—fertilization in vitro, gamete donation, maternal surrogacy etc—challenge us to reconstrue notions of identity and kinship; the article speculates on the implications of this for possible cultural futures.     

Living in the age of emotional rationality: Wendell Bell, social media and the challenges of value change

When the change process accelerates, the meaning of the logic of cause and effect in living through this blurring reality clearly diminishes. We have to tell the story of our reality and future both to ourselves and to society with new concepts, words and metaphors. While the importance of instant experience and transience grows, our in-depth understanding of the logic of time gradually crumbles away. The fervency of action widens the limits of reality in a fundamental way, even though our personal human capacity to receive and handle information and experience emotions and events has not changed in the one million years of human history.The present is swelling over the past and the future. The social media transforms into one big global amplifier through which emotional experience is transmitted and strengthened. The asset of collective experiences is that they are universal, they are private and felt on an individual level, and yet they can simultaneously be shared by the others. However, one might also say that even though the growth of information produces more and more different value contents for us to choose from, this freedom of choice is still rather spurious.With the traditional norms, models of action, habits and attitudes we can no longer cope in this totally new reality. We live in an age of controversies which emphasizes emotions with public intimacy and privacy with a realtime audience. We are enchanted by creativity and innovativeness and our decisions have to be made quickly, efficiently and in a short-term basis. We cannot freely consider our values, but in order to cope, we have to try to behave in a way which is the most target-oriented, and at the same time, the tools and methods to cope in this rapidly changing reality are still scarce. Therefore we have to weigh the efficiency and suitability of the means in relation to the objective also in such situations where we cannot make proper value assessments. Emotional universality can become, or at least with the help of skilled media PR professionals, it can be used as a means to commercialize our emotions, or it can help us in the process of building universal values.     

Risk(ing) Metaphors

Metaphors appear in almost every realm of our existence permeating even the supposedly “literal" contexts of high-energy physics laboratories and play a central role in defining and organizing both everyday and scientific realities. Metaphors are not an optional literary device but rather enable us to understand and experience one thing in terms of another. They focus our attention upon particular aspects of a thing that we might otherwise overlook and, in doing so, they also deflect our attention from other aspects. In directing and deflecting our attention, metaphors help us to construct our perceptions of reality in particular ways, guide our actions, and are used to frame issues as problems and to assess the feasibility and appropriateness of various possibilities as solutions. Metaphors are also found within the pages of highly technical texts such as The Original Pronouncements produced by the Financial Accounting Standards Board (FASB). In this paper, I begin to examine more closely the metaphors that the FASB has included in its texts. Specifically, I highlight the many different metaphors that have been used in connection with risk by the FASB. These metaphors have included orientational, attribute, and ontological metaphors. I end by commenting that these metaphors have contributed to the thinkability of risk management and to considerations of risk as an opponent that must and should be confronted and managed. I question the blind spots in our thinking about risk that these metaphors may be creating and perpetuating and suggest how different metaphors might lead to different ways of thinking about risk.     

英汉俗谚中的隐喻比较及其差异根源

隐喻是我们赖以生存的一种语言现象和认知模式,它受社会文化背景影响,表现出明显的文化特征。从英汉隐喻的来源入手,通过对英汉一些常见的动、植物词汇和人体词汇隐喻的实例分析及其差异根源的探究,可以揭示英汉隐喻现象所折射出来的不同民族文化心理及其对跨文化交际的影响。     

英汉俗谚中的隐喻比较及其差异根源

隐喻是我们赖以生存的一种语言现象和认知模式,它受社会文化背景影响,表现出明显的文化特征。从英汉隐喻的来源入手,通过对英汉一些常见的动、植物词汇和人体词汇隐喻的实例分析及其差异根源的探究,可以揭示英汉隐喻现象所折射出来的不同民族文化心理及其对跨文化交际的影响。