i-iv -- Preface -- Contents -- Introduction: Categories, cognitive models and ideologies -- Section 1: Cognitive models of linguistic variation -- Cultural models of linguistic standardization -- How to do things with allophones: Linguistic stereotypes as cognitive reference points in social cognition -- Section 2: Cognitive models of cultural / social identities -- Shifting identities in Basque and Western cultural models of Self and Being -- Language and ideology in Nigerian cartoons -- Three mandates for anti-minority policy expressed in U.S. public discourse metaphors -- Has the consciousness of modern industrial societies rendered "Housewife" no longer a value-free cultural model? -- Section 3: Cognitive models as covert ideologies -- Conceptual metaphor as ideological stylistic means: An exemplary analysis -- Metaphor and ideology in the press coverage of telecom corporate consolidations -- Section 4: Cognitive models in covert social debates -- Ideological functions of metaphor: The conceptual metaphors of health and illness in public discourse -- Genetic roulette: On the cognitive rhetoric of biorisk -- Deciphering the human genome: The semantic and ideological foundations of genetic and genomic discourse -- List of contributors -- Index -- 439-440