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

Abstract

This study aimed to investigate metaphorical expressions reflecting conceptualizations of “single mother” as represented in contemporary social media. It also examined communicative components through the ethnography of communication framework and explored the relationship between metaphorical expressions and their underlying ideologies. The study employed 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 revealed that metaphorical expressions related to single mothers were categorized into four major metaphorical patterns: [single motherhood as a journey], [single motherhood as a struggle], [single motherhood as home and family], and [single motherhood as a business]. These metaphorical patterns 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 found that setting, ends, and participants are key communicative elements. A wide range of linguistic forms and contexts, including news report, interviews, opinion article, and personal narratives, were employed to present stories of single mothers. These communicative forms were intended to promote public understanding and encourage social engagement. Furthermore, Critical Metaphor Analysis (CMA) indicated that the use of metaphorical expressions related to single mothers is closely associated with patriarchal ideology. Single motherhood is constructed as a form of struggle, reflecting the challenges to women’s roles within a patriarchal society. It also reflects Thai family values, which are shaped by gender expectations and socially prescribed roles for women. For example, the metaphor of single motherhood as “home and family” reinforces traditional family values. This form of communication, therefore, not only reflects the perspectives of media producers but also contributes to the reproduction or contestation of prevailing social ideologies.