El Árbol Brujo: metáforas de la lupuna en la red social TikTok

Metaphors used by TikTok users to refer to the lupuna tree are analyzed in this article. The main objective is to identify how these analogies are structured and what aspects of personal and social experience they reveal. The study is framed within the field of cognitive semantics and is based on the hypothesis that metaphor is a mechanism for understanding and expressing complex situations through more basic and familiar concepts. The corpus was extracted from the comments of users who interacted with the creator of the video “La lopuna colorada”. The research design is hermeneutic, as it seeks to interpret and understand the deep meanings of the texts in their context. This work leads to the conclusion that the analyzed metaphors allow visualization of the images and beliefs that shape the cognitive system of the Amazonian people.