THE METAPHORS OF THE “SINGLE MOM” IN CONTEMPORARY SOCIAL MEDIA: A STUDY OF CRITICAL METAPHOR ANALYSIS

Abstract

This study aims to investigate metaphorical expressions that reflect conceptualizations of “single mother” as represented in contemporary social media. It also examines communicative components through the framework of the ethnography of communication and explores the relationship between metaphors and underlying ideologies. The study employs the theoretical frameworks of Conceptual Metaphor Theory, the SPEAKING model, and Critical Metaphor Analysis (CMA). Data were collected from 2020 to 2024 from Thairath Online and Matichon Online newspapers.

The findings reveal that metaphorical expressions related to single mother can be categorized into four main types: [single motherhood as a journey], [single motherhood as a struggle], [single motherhood as home and family], and [single motherhood as a business]. These metaphors play a crucial role in conveying and shaping societal perspectives on women’s roles in both family and social contexts. Regarding communicative components, the study finds that setting, ends, and participants are key elements in communication. A variety of linguistic forms and contexts are employed to present stories of single mothers, including news reports, interviews, opinion pieces, and personal narratives. These forms aimed at promoting understanding and inspiring social engagement. Critical Metaphor Analysis (CMA) indicates that the use of metaphorical expressions related to single mother is closely associated with patriarchal ideology. Single motherhood is constructed as a form of struggle, reflecting a challenge to women’s roles within a patriarchal society. It also reflects Thai family values, which are shaped by gender expectations and prescribed roles for women. For example, the metaphor of single mother as “home and family” reproduces traditional family values. This form of communication, therefore, not only reflects the perspectives of media producers but also plays a role in reproducing or challenging prevailing ideologies in society.