Framing Crisis in Metaphors: Baguio LGU’s Communication Strategies on Covid-19

This article demonstrates the role of language use in the formulation of responsive policy communication in times of crisis. It examines the framing effects of metaphors used by the Baguio local government unit (LGU) in presenting the Covid-19 crisis situation and the necessary steps to curb the disease. The article points out that, on one hand, these metaphors worked because they emanated from the LGU’s understanding of local contexts, needs, and assets, and this local knowledge informed the formulation of communication policies for adaptive and successful crisis management. On the other hand, certain metaphors constrained the LGU’s health messaging because of contradictory images packed in particular forms of communication.