
rational(s) -- payoff(s) / challenge(s) / game(s) / math(s) / plan(s) 
*
_
..
--
@
media
/ idea(s)
/ change(s)
/ theme(s)
?
[
:
/
]
_
metaphors may therefore be used to explore culture: the most fundamental
values in a culture will be coherent with the metaphorical structure of the most
fundamental concepts in our culture ...
Lakoff and Johnson (1980) (p. 108)