Conceptulization

"Cognitive linguists have argued that one concept (e.g. love) can be understood through several different metaphors (e.g., LOVE IS A JOURNEY, LOVE IS INSANITY, LOVE IS AN OPPONENT, LOVE IS A VALUABLE COMMODITY). Murphy warns that such multiple metaphors would result in inconsistency in the mental representation since some of them are inconsistent with one another. Gibbs replies that concepts are not fixed, static structures but rather temporary, dynamic representations that are created on the spot in working memory on the basis of generic and episodic information in long-term memory (which he calls "knowledge" as opposed to "concept"). He argues that this dynamic view of concepts allows us to conceptualize one experience in different ways at different times and to access different aspects of one piece of knowledge. For example, The LOVE IS A JOURNEY metaphor might be appropriate to create a particular conceptualization of love in certain situations, whereas LOVE IS AN OPPONENT might be suited for creating another concept of love in other situations. Gibbs argues that concepts are independent of each other as a temporary representation in working memory apart from source domain information in long-term memory, thereby accommodating multiple metaphors while avoiding the problem raised by Murphy."


http://cogsci.ucsd.edu/~faucon/ray.html