Cultural Conceptualisations of the Social World Within the Cinema-Related Vocabulary

The chapter deals with cultural conceptualisations of the social world as they are reflected in the film industry and aims to prove that the cinema-related vocabulary illustrates two complementary shifts (from culture specific, to cross-cultural, events/products, and the other way around), and that it makes use of all the instruments proposed by Cultural Linguistics: cultural schemas, cultural categories, and cultural metaphors. In this view, two categories of cultural schemas are analysed: an event schema (the Oscar award gala), followed by two image schemas, namely the dress-code and the red-carpet schemas. Cultural categories are discussed in connection with the names of best-known film awards, which illustrate a twofold cultural categorisation, combining linguistic and non-linguistic criteria. Cultural metaphors within the cinematic field are closely associated with the Oscar Awards Ceremony, which has become a landmark in the film industry and is often replicated in other international film galas.