Abstract Metaphors are communicative resources that facilitate discussions about complex phenomena such as epidemiology. Simultaneously, they serve as strategic tools employed to establish legitimacy for certain actions while delegitimizing others. Throughout the COVID-19 pandemic, metaphors were frequently utilized, and this article analyzes how Norwegian public health officials metaphorically conceptualized two key terms — ‘smitte’ ( contagion ) and ‘virus’ — during their participation in a Norwegian debate program. An adapted version of Purposeful Metaphor Theory ( Charteris-Black, 2018 ) is employed to illustrate how metaphors serve various purposes. The analysis demonstrates that many of the metaphors used do more than merely explain epidemiology. Thus, the article argues that although the official role of health authorities was to explain and advise the government, their metaphors also aim to establish legitimacy for their perspectives on pandemic management.
Anne Bredahl (Fri,) studied this question.
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