The need to provide novel but meaningful ways to reason and talk about an unprecedented crisis such as the Covid-19 pandemic has resulted in a surge of creative metaphoric expressions in a variety of communicative settings. In order to investigate novel ways of conceptualizing the pandemic, we consider the metaphors included in the #ReframeCovid collection, a crowdsourced dataset of metaphors for the pandemic that rely on non-war frames. Its heterogeneous makeup of multilingual and multimodal examples (to date, over 550 examples – monomodal and multimodal in 30 languages) offers a unique opportunity to explore the ways in which metaphors have been used creatively to describe different aspects of the coronavirus pandemic. The patterns of metaphor creativity discussed in this paper include: creative realizations (verbal and visual) of wide-scope mappings, the use of one-off source domains, shifts in the valence of the source domain evoked, and the exploitation of source domains that are specific to particular discourse communities. The analysis of multimodal examples contributes to our understanding of the role of metaphor in sense-making and communication at a time of an extraordinary global crisis and will also provide new insights into metaphor creativity as a multidimensional phenomenon that integrates conceptual, discursive and cultural factors.
Acting like a Hedgehog in Times of Pandemic: Metaphorical Creativity in the #reframecovid Collection