Unpacking animal metaphors for commercial relationships in the biotechnology industry

Metaphors are cognitive instruments with the capacity to influence how humans think about the world. Guiding our representations and shaping our experiences, metaphor is of anthropological interest because it is an integral aspect of culture. This paper aims to highlight the role of metaphor in the biotechnology industry. In particular, animal metaphors provide a means of consolidating information. In a culture where time is highly restricted, metaphors enable the speedy transmission of knowledge, placing information in a familiar context or cultural model. Ethnographic findings reveal that animal metaphors contribute to a larger conceptual framework that equates biological evolution with commercial relationships. Depending on the context, metaphors both conceal and reveal different aspects of the financial world, affecting interpretations of the market.