I Is an Other: The Secret Life of Metaphor and How It Shapes the Way We See the World

  I

  Is an

  Other

  The Secret Life of Metaphor and

  How It Shapes the Way We See the World

  JAMES GEARY

  Reality is a cliché from which we escape by metaphor.

  —WALLACE STEVENS

  Contents

  Cover

  Title Page

  Epigraph

  Foreword: Why I Is an Other

  Metaphor and Thought: All Shook Up

  Metaphor and Etymology: Language Is Fossil Poetry

  Metaphor and Money: How High Can a Dead Cat Bounce?

  Metaphor and the Mind: Imagining an Apple in Someone’s Eye

  Metaphor and Advertising: Imaginary Gardens with Real Toads in Them

  Metaphor and the Brain: Bright Sneezes and Loud Sunlight

  Metaphor and the Body: Anger Is a Heated Fluid in a Container

  Metaphor and Politics: Freedom Fries and Liberty Cabbage

  Metaphor and Pleasure: Experience Is a Comb That Nature Gives to Bald Men

  Metaphor and Children: How Should One Refer to the Sky?

  Metaphor and Science: The Earth Is Like a Rice Pudding

  Metaphor and Parables and Proverbs: Mighty Darn Good Lies

  Metaphor and Innovation: Make It Strange

  Metaphor and Psychology: A Little Splash of Color from My Mother

  Backword: The Logic of Metaphor

  Bibliography

  Index

  Acknowledgments

  Also by James Geary

  Copyright

  About the Publisher

  Foreword

  Why I Is an other

  In later life, Arthur Rimbaud was an anarchist, businessman, arms dealer, financier, and explorer. But as a teenager, all he wanted to be was a poet. In May 1871, the sixteen-year-old Rimbaud wrote two letters, one to Georges Izambard, his former teacher, and one to Paul Demeny, a publisher he was keen to impress.

  Rimbaud waited around for Izambard every day, palely loitering outside the school gates, eager to show the young professor his most recent verse. He also peppered Demeny with copies of his work, accompanied by notes in which he effused about his poems and dropped heavy hints that he would not be at all averse to seeing them in print.

  In these two missives, known together as the Seer Letters, Rimbaud outlined his vision for a new kind of poetry. “A Poet makes himself a visionary1,” he lectured Demeny, “through a long, boundless, and systematized disorganization of all the senses.” Only that, Rimbaud argued, could create a language that “will include everything2: perfumes, sounds, colors, thought grappling with thought.”

  Rimbaud’s poetic program involved upsetting conventional orders of perception, deranging habitual ways of seeing, hearing, smelling, touching, and tasting, and rearranging them in novel combinations. Fresh, vivid, sometimes shocking images resulted when sense impression jostled sense impression, when thought grappled with thought.

  “I got used to elementary hallucination3,” Rimbaud wrote in “A Season in Hell.” “I could very precisely see a mosque instead of a factory, a drum corps of angels, horse carts on the highways of the sky, a drawing room at the bottom of a lake.”

  To achieve this systematized disorder, Rimbaud believed the poet needed to see similarity in difference and difference in similarity. Things are never just things in themselves; a visionary company of associations, correspondences, semblances always attends them. Everything can be seen—and, for Rimbaud, everything should be seen—as something else.

  Rimbaud summarized his poetic mission, and his working method, in the phrase:

  I is an other4.

  “I is an other” is more than just the Seer Letters’ grandest dictum. It is metaphor’s defining maxim, its secret formula, and its principal equation. Metaphor systematically disorganizes the common sense of things—jumbling together the abstract with the concrete, the physical with the psychological, the like with the unlike—and reorganizes it into uncommon combinations.

  Metaphor is most familiar as the literary device through which we describe one thing in terms of another, as when the author of the Old Testament Song of Songs describes a lover’s navel as “a round goblet never lacking mixed wine5” or when the medieval Muslim rhetorician Abdalqahir Al-Jurjani pines, “The gazelle has stolen its eyes from my beloved6.”

  Yet metaphor is much, much more than this. Metaphor is not just confined to art and literature but is at work in all fields of human endeavor, from economics and advertising, to politics and business, to science and psychology.

  Metaphor conditions our interpretations of the stock market and, through advertising, it surreptitiously infiltrates our purchasing decisions. In the mouths of politicians, metaphor subtly nudges public opinion; in the minds of businesspeople, it spurs creativity and innovation. In science, metaphor is the preferred nomenclature for new theories and new discoveries; in psychology, it is the natural language of human relationships and emotions.

  These are just some of the ways metaphor pervades our daily lives and daily minds. But there is no aspect of our experience not molded in some way by metaphor’s almost imperceptible touch. Once you twig to metaphor’s modus operandi, you’ll find its fingerprints on absolutely everything.

  Metaphorical thinking—our instinct not just for describing but for comprehending one thing in terms of another, for equating I with an other—shapes our view of the world, and is essential to how we communicate, learn, discover, and invent.

  Metaphor is a way of thought long before it is a way with words.

  Our understanding of metaphor is in the midst of a metamorphosis. For centuries, metaphor has been seen as a kind of cognitive frill, a pleasant but essentially useless embellishment to “normal” thought. Now, the frill is gone. New research in the social and cognitive sciences makes it increasingly plain that metaphorical thinking influences our attitudes, beliefs, and actions in surprising, hidden, and often oddball ways. Metaphor has finally leapt off the page and landed with a mighty splash right in the middle of our stream of consciousness. The waves rippling out from that impact are only just beginning to reach us.

  Édouard Claparède, a Swiss neurologist and early investigator of memory who died in 1940, studied individuals with brain lesions and other neurological damage that affected their abilities to create new memories and recall old ones. One of his patients was a woman who had no short-term memory whatsoever. She had perfect recollection of the more distant past, including her childhood, but the recent past was a total blank. Unable to form any new memories, this woman saw Claparède every day at his clinic yet had no recollection of ever meeting him. Each time they met, it was as if for the very first time.

  Claparède wanted to test whether some part of this woman’s brain did indeed remember him. So one day he concealed a pin in his hand and, when the woman arrived for her next session, he shook her hand. The woman cried out in pain and withdrew her hand.

  The following day, the woman arrived as usual for her appointment and, as usual, professed that she had never seen Claparède before. But when Claparède proffered his hand to shake, she hesitated, fearing another jab. The experiment proved that, on some unconscious level, the woman recalled the physical pain associated with Claparède’s handshake. Therefore, Claparède concluded, some vestige of her short-term memory was still at work.

  Like Claparède’s handshake, metaphor slips a pin into the quotidian. By mixing the foreign with the familiar, the marvelous with the mundane, metaphor makes th
e world sting and tingle. Though we encounter metaphor every day, we typically fail to recognize it. Its influence is profound but takes place mostly outside our conscious awareness. Yet once metaphor has us in its grasp, it never lets us go, and we can never forget it.

  Metaphor and Thought

  All Shook Up

  Metaphor lives a secret life all around us. We utter about one metaphor for every ten to twenty-five words7, or about six metaphors a minute8.

  Sound like a lot? Too many, perhaps? A quick look at some representative language samples shows just how popular metaphor is. Take this Australian weather forecast9, for instance (the metaphors are in italics):

  Perth is in the grip of a heat wave with temperatures set to soar to 40 degrees Celsius by the end of the week. Australia is no stranger to extreme weather. Melbourne was pummelled with hailstones the size of golf balls on Saturday. Long term, droughts, bushfires, and floods have all plagued large swathes of Queensland, New South Wales and Victoria.

  That’s five metaphors in an excerpt of fifty-eight words, or about one metaphorical phrase for every eleven words. These are all classic metaphors, too, in which one thing is described in terms of another: hailstones are described in terms of golf balls; extreme weather conditions are described in terms of biblical plagues.

  Still, maybe we innately resort to metaphor when talking about meteorology. Would the metaphor-per-words ratio still hold for a presumably more exact science, like economics? Here are the headline and first line from a by no means atypical story about the economy, in this case Great Britain’s:

  RISKS TO U.K. RECOVERY10 LURK BEHIND CLOUDY OUTLOOK

  Britain’s recovery from the worst recession in decades is gaining traction but confused economic data and the high risk of a hung parliament could yet snuff out its momentum.

  Six metaphors in thirty-seven words, or roughly one for every six words. Again, these metaphors describe one thing in terms of another: economic data is described in terms of confusion, a psychological state usually associated with the people who interpret the data rather than the data itself; economic growth prospects are described in terms of overcast skies.

  These are both relatively trivial examples, however. We may well wax metaphorical when talking about the little stuff but surely we get seriously literal when talking about the big stuff. But that’s not true, either. Here are the first line of Abraham Lincoln’s Gettysburg Address11 and the fourth paragraph of Barack Obama’s inaugural address12 (again, the metaphors are in italics):

  Four score and seven years ago, our fathers brought forth, upon this continent, a new nation, conceived in liberty, and dedicated to the proposition that “all men are created equal.”

  The words [of the presidential oath] have been spoken during rising tides of prosperity and the still waters of peace. Yet, every so often the oath is taken amidst gathering clouds and raging storms. At these moments, America has carried on not simply because of the skill or vision of those in high office, but because We the People have remained faithful to the ideals of our forebears, and true to our founding documents.

  There are two main metaphors in Lincoln’s opening line of thirty words (one metaphor for every fifteen words), both of which describe America in terms of conception and birth. Indeed, Lincoln’s entire speech, which is only 243 words in length, is a single extended metaphor about how individuals and nations are conceived, born, fight, and die.

  There are seventy-four words and four main metaphors in the fourth paragraph of Obama’s speech (one metaphor for every eighteen or so words). He describes prosperity in terms of tides, peace in terms of becalmed water, and political trouble in terms of adverse meteorological events. Maybe there is something inherently metaphorical about the weather, after all . . .

  If you’re still skeptical about metaphor’s ubiquity, just listen carefully the next time you or anyone else opens their mouth. You’ll find yourself in the middle of a metaphorical blizzard.

  To demonstrate this, I cite one of our greatest philosophers, the reigning king of the metaphorians, a man whose contributions to the field are so great that he himself has become a metaphor. I am, of course, referring to none other than . . . Elvis Presley:

  She touched my hand13, what a chill I got.

  Her lips are like a volcano that’s hot.

  I’m proud to say that she’s my buttercup.

  I’m in love; I’m all shook up.

  “All Shook Up” is a great love song. It is also a great example of how, whenever we describe anything abstract—ideas, feelings, thoughts, emotions, concepts—we instinctively resort to metaphor. In “All Shook Up,” a touch is not a touch, but a chill; lips are not lips, but volcanoes (technically, any formulation involving the word “like” is a simile—as in, “Her lips are like a volcano that’s hot”—but a simile is just a metaphor with the scaffolding still up); she is not she, but a buttercup; and love is not love, but the state or condition of being all shook up.

  In describing love this way, Elvis follows Aristotle’s classic definition of metaphor as the process of “giving the thing a name14 that belongs to something else.” This is the mathematics of metaphor, the simplest equation of which can be written like this:

  X = Y.

  This formula works wherever metaphor is present. Elvis uses it in “All Shook Up”:

  lips = volcano.

  Rimbaud uses it in his metaphor manifesto:

  I = other.

  And Shakespeare uses it in his famous line from Romeo and Juliet: “Juliet is the sun15.” In the mathematics of Aristotle’s poetics, the line is written:

  Juliet = sun.

  Here, Shakespeare gives the thing (Juliet) a name that belongs to something else (the sun). This is a textbook example of metaphor. Indeed, this line turns up in almost every academic treatment of the subject. In literary parlance, the “thing” is called the metaphor’s “target” and the “something else” from which it takes a name is called its “source.”

  The terminology fits well with the etymology of the word “metaphor” itself. Derived from the Greek roots meta (over, across, or beyond) and phor (to carry), the literal meaning of metaphor is “to carry across.” A metaphor carries across a name from the source to the target. Rhetoricians throughout history have recognized metaphors as linguistic hand-me-downs, meanings passed on from an old word to a new thing. In De Oratore, Cicero observed:

  When something that can scarcely be conveyed by the proper term16 is expressed metaphorically, the meaning we desire to convey is made clear by the resemblance of the thing that we have expressed by the word that does not belong. Consequently, the metaphors in which you take what you have got from somewhere else are a sort of borrowing.

  In his treatise on rhetoric, The Mysteries of Eloquence, Abdalqahir Al-Jurjani also described metaphor as a sort of borrowing. In fact, the Arabic word for metaphor is isti’ara, or “loan17.”

  But when we lend a thing a name that belongs to something else, we lend it a complex pattern of relations and associations, too. We mix and match what we know about the metaphor’s source (in Shakespeare’s case, the sun) with what we know about its target (Juliet). A metaphor juxtaposes two different things and then skews our point of view so unexpected similarities emerge. Metaphorical thinking half discovers and half invents the likenesses it describes.

  The “Juliet is the sun” metaphor allows us to understand Juliet much more vividly than if Shakespeare had taken a more literal approach, such as “But, soft! What light through yonder window breaks? It is Juliet, applying her luminous restorative night cream.”

  Metaphor is, however, much more than a mere literary device employed by love-struck poets when they refer to their girlfriends as interstellar masses of incandescent gas. Metaphor is intensely yet inconspicuously present in everything from ordinary conversation and commercial messaging to news reports and political speeches. Metaphor is always breathing down our necks.

  Look no further than the common expressions we u
se every day to convey our feelings. Whether you’re down in the dumps or riding high, on the straight and narrow or at a crossroads, cool as a cucumber or hot under the collar, you are fulfilling the classic Aristotelian definition of metaphor by giving the thing (your emotional state) a name that belongs to something else (waste storage facilities, well-paved thoroughfares, refrigerated vegetables).

  Even the simplest, most unassuming words are capable of a bewildering variety of metaphorical mutations. Take “shoulder18,” for instance. You can give someone the cold shoulder or a shoulder to cry on. You can have a chip on your shoulder or be constantly looking over your shoulder. You can stand on the shoulders of giants, stand shoulder to shoulder with your friends, or stand head and shoulders above the rest. Wherever you turn, you can’t help but rub shoulders with one of the word’s multitude of metaphorical meanings.

  Metaphor is present in proverbs (A bird in the hand is worth two in the bush, Let sleeping dogs lie), in idioms (shoot the breeze, kick the bucket), in compound phrases (forbidden fruit, red herring), and in formulaic expressions (in the zone, the last straw).

  Ordinary conversation is so rife with figurative phrases because metaphor is about more than just words. We think metaphorically. Metaphorical thinking is the way we make sense of the world, and every individual metaphor is a specific instance of this imaginative process at work. Metaphors are therefore not confined to spoken or written language.

  Visual metaphors abound in advertisements and other types of popular imagery, such as the lightbulb that appears above someone’s head to signify a bright idea. But metaphors are not merely symbolic; they have implications for—and impacts on—the “real” world. In one study, for instance, participants exposed to a bare illuminated lightbulb performed better at spatial, verbal, and mathematical problem19 solving than those exposed to shaded lightbulbs or fluorescent lighting. Brightness, it seems, facilitates insight.