Surfing the money tides: understanding the foreign exchange market through metaphors

This study describes metaphorical conceptualizations of the foreign exchange market held by market participants and examines how these metaphors socially construct the financial market. Findings are based on 55 semi-structured interviews with senior foreign exchange experts at banks and at financial news providers in Europe. We analysed interview transcripts by metaphor analysis, a method based on cognitive linguistics. Results indicate that market participants' understanding of financial markets revolves around seven metaphors, namely the market as a bazaar, as a machine, as gambling, as sports, as war, as a living being and as an ocean. Each of these metaphors highlights and conceals certain aspects of the foreign exchange market and entails a different set of implications on crucial market dimensions, such as the role of other market participants and market predictability. A correspondence analysis supports our assumption that metaphorical thinking corresponds with implicit assumptions about market predictability. A comparison of deliberately generated and implicitly used metaphors reveals notable differences. In particular, implicit metaphors are predominantly organic rather than mechanical. In contrast to academic models, interactive and organic metaphors, and not the machine metaphor, dominate the market accounts of participants.