HOW CAN METAPHORS ENHANCE OUR UNDERSTANDING OF MEDIA AND INFORMATION LITERACIES?

Explaining abstract concepts to general audiences is a core challenge in media and information literacy. Studies show that metaphors can help translate complexity into ordinary terms, enabling broad audiences to understand, compare, and talk about difficult issues without specialist vocabulary. This article analyses how Estonian experts from academia, defence, media and education use metaphors to explain core media and information literacy concepts. Thirty semi-structured interviews were analysed using qualitative metaphor analysis. Five recurrent source domains emerged: FOOD for production and consumption, WATER for flow and direction, NOISE for overload and interference, PLAYGROUND for cooperation, and BATTLEFIELD for conflict. Careful, context-aware metaphor choice improves teaching, public communication and policy, while careless framing can oversimplify and polarise.