Is Meat Male? A Quantitative Multi-Method Framework to Establish Metaphoric Relationships

Abstract

Metaphors are increasingly recognized as influencing cognition and consumption. While these linkages have typically been qualitatively generated, this paper presents a framework of convergent quantitative methodologies that can further document the validity of a metaphor. To illustrate this multi-method framework, we explore whether there is a metaphoric link between meat and maleness in Western cultures. We address this in six quantifiable studies which involve 1) implicit associations, 2) free associations, 3) indirect scenario-based inferences, 4) direct measurement profiling, 5) preference and choice, and 6) linguistic analysis. We conclude that there is a metaphoric relationship between mammal muscle meat and maleness.