This chapter proposes a cognitive-oriented account for the construal of generic structure components. Importantly, these components are instantiated by conceptualisation, and hence their appearances vary depending on how the author conceptualises research. The way in which the author conceptualises research depends on the shared knowledge of the discourse community. This chapter draws on Lakoff and Johnson's (Metaphors we live by. Chicago: University of Chicago Press, 1980) conceptual metaphor to explain the conceptualisation processes of generic structure components. Discursively construed lack-ICM is identified as a mainstream conceptualisation of academic writing. When a new instance of genre emerges, some of the conceptualisations of genre shared by the community are maintained, and such overlapping of shared images of genre can take into account the processing of new instances of genre.