A wildfire or a path: The influence of metaphors on perceived COVID-19 control

Metaphors effectively explain a complex (scientific) topic in terms familiar to the non-expert audience. However, metaphors also affect attitude. This thesis investigated the effects that the path metaphor and the wildfire metaphor have on the personal control people experience over the further course of the COVID-19 pandemic. For this purpose, participants received a text about the ongoing yet hidden threat of COVID-19, in which a new outbreak was either described as a wrongly taken path, as a wildfire flaring up, or without a metaphor. To measure the experienced amount of personal control, the participants were asked about their feelings of fear and control of the virus and the measures, and how they would bring these feelings into practice by reacting to multiple scenarios involving the risk of COVID-19 transmission. Statistical testing revealed no significant effect of the metaphors on the participants’ responses, potentially due to (amongst others) the time frame of the...Show moreMetaphors effectively explain a complex (scientific) topic in terms familiar to the non-expert audience. However, metaphors also affect attitude. This thesis investigated the effects that the path metaphor and the wildfire metaphor have on the personal control people experience over the further course of the COVID-19 pandemic. For this purpose, participants received a text about the ongoing yet hidden threat of COVID-19, in which a new outbreak was either described as a wrongly taken path, as a wildfire flaring up, or without a metaphor. To measure the experienced amount of personal control, the participants were asked about their feelings of fear and control of the virus and the measures, and how they would bring these feelings into practice by reacting to multiple scenarios involving the risk of COVID-19 transmission. Statistical testing revealed no significant effect of the metaphors on the participants’ responses, potentially due to (amongst others) the time frame of the research. It is necessary to research in which circumstances a metaphor does and does not affect attitude. Then, it can be determined how and when a metaphor can best be employed in daily life to influence the hearer’s perception of a message, for example in the contexts of climate change, disease, and politics.Show less

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A wildfire or a path: The influence of metaphors on perceived COVID-19 control