Cognitive Approaches to Specialist Languages

A Frame Semantics Approach to Management

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x Frame is a central descriptive category of cognitive semantics,

x Frame is a system of closely interrelated elements,

x Frame is a conceptual structure of a prototypical nature.^1

In a nutshell, one may say that ‘frames’ are complex knowledge
structures, systems of closely related elements allowing people not only to
elaborate information, but also comprehend relations among concepts and
objects. Another aspect suggested by Uberman (210: 226) that should be
mentioned in this context is related to the fact that ‘frames’ are constructed
on the basis of our own experience; therefore, knowledge of a particular
term relies on a semantic web of a specific concept, and either mentions or
recalls a specific element activating frames within which a given unit is
located. Having outlined the basic principles of ‘frames’, let us now
briefly describe another cognitive phenomenon, namely a ‘script’.
In very general terms, one may say that a ‘script’ is a structure
describing the correct sequence of events connected to one another within
a specific situational context. One such frequently quoted example
concerns a situation in a RESTAURANT which, for instance, presents the
following sequence of events and actions: entering, ordering, paying and
other optional elements, such as: staff: waiter, cook; purpose: preparation,
cooking and serving food.^2 Naturally, a typical ‘script’ can be subjected to
some changes, depending on the place and various cultural aspects.
The cognitive models described above are applicable in the description
of vocabulary and facilitate an understanding of the relationships between
particular notions. Metaphorical expressions created from multiple
lexemes which are constituent elements of the ‘frames’ are a natural
phenomenon in every language. To illustrate such a situation, a brief
description of MANAGEMENT will be presented. This cognitive structure
consists of the following constitutive elements:

GOAL o achievement of a common goal

ACTIVITY o direction of a group of activities

MEDIUM o people

MODE o style of direction

FUNCTION o role of manager

A more attractive representation of MANAGEMENT can be presented
in the following way:

(^1) Quoted after Uberman (2006: 40).
(^2) For a detailed discussion see Fillmore (1982: 111-137).