‘CATCH IT, BIN IT, KILL IT’: On the metaphorical conceptualisation of the 2009 swine flu pandemic in British media texts

This paper investigates the use of conceptual metaphors in a corpus of news texts on swine flu, published in the British Sunday press between April 2009 and February 2010. All metaphors were systematically identified and categorised in a two-step method, which involved a linguistic and a conceptual analysis. In line with Conceptual Metaphor Theory, well-established conceptual metaphors are used to encode a new and rapidly spreading disease, the nature and effects of which were unknown in the earliest phases of its outbreak. The quantitative analysis shows a strong decrease in metaphor frequency over time. The qualitative results suggest that the early conceptualisation of the pandemic was structured by metaphors such as A VIRUS IS A KILLER and DISEASE IS AN OBJECT/A POSSESSION, which focus on the virus as a threat and on individuals who are affected. I will show how both metaphors contribute to a more sensationalist reporting, the media scare.