Fighting Words in the Antipodes

Abstract

In this commentary, written in two bursts-the first completed in April 2020, and the second at the end of July-we explore how media metaphors of COVID-19 constitute the pandemic in Australia and New Zealand. We argue that the media's rhetorical strategies play an important role not only in describing the illness, but in influencing and shaping individual and collective responses to the pandemic, with significant consequences for mental health and well-being in the context of crisis. We align this commentary with the tenets of the sociology of diagnosis, which argue that even though there are material realities of disease, their social form and consequence cannot be separated from the tangible nature of illness and its management. We also lean on Derrida's approach to metaphor, which underlines how even observable viral entities such as COVID-19 are simultaneously material, abstract, and in flux. We describe the metaphors used by local media to describe the pandemic-including combat, bush fires, earthquakes, and other natural disasters-and we explore how and why these metaphors construct the pandemic locally and farther afield.

Fighting COVID-19 with the Team of 5 Million: Aotearoa New Zealand Government Communication During the 2020 Lockdown

“…Sports and mountaineering have a rich history in Aotearoa New Zealand and have often united residents (Phillips, 2013). There is also a history of sports language appearing in local political discourse (Lacey et al, 2020;Lyons et al, 1996). Ardern's team sports, mountaineering and marathon references served to frame the lockdown, which was essentially a passive activity -"stay home and save lives" -as an active measure, involving all New Zealanders, in the fight against COVID-19.…”

“…While military and war metaphors create a sense of urgency (Semino, 2021), and may have resonated with New Zealanders who feel connected to Anzac Day, they tend to call for obedience rather than appeal to solidarity and support for one another (Musu, 2020). Military metaphors can also normalise declarations of states of emergencies or lockdowns, which are otherwise extraordinary actions (Lacey et al, 2020). Perhaps most concerning, military metaphors can encourage an 'us versus them' mentality, where blame is attributed to specific actors or definable groups, particularly those perceived as 'outsiders' (Bates, 2020;Berentson-Shaw, 2020).…”