The explanatory function of metaphor scenario in the Serbian pro-vaccine discourse

Abstract

Metaphor has been established and extensively examined as one of the tools experts deploy to explain, simplify and transform complex scientific discourse into the knowledge suitable for the audience of non-experts. However, relatively little research has been conducted on metaphor scenario (Musolff 2006, 2016a) and its role in this process. Therefore, in this paper we explore how metaphor scenario is used to explain Covid-19 vaccines’ safety and effectiveness to the population in an understandable manner in order to speed up the immunization process in Serbia. By analysing a data set gathered from various Serbian electronic news media sources ( NovaS , N1 , Danas , Vreme , Večernje novosti , Mondo , Politika , Telegraf , Krug ) published from January to December 2021, we aim to explore (1) how the three metaphor scenarios, combat, container and movement, may help simplify complex scientific concepts in the pro-vaccine discourse; and (2) how the conceptual elements of these scenarios and their interconnected relations are used for this purpose. The findings showed that these conventional scenarios manifest their explanatory potential by means of several sub-scenarios, whose conceptual elements establish useful mappings relying on rarely used components of source domains. The results confirm that metaphor scenarios may be used strategically by medical experts as an apt explanatory tool to simplify challengingly complex scientific concepts to the general public. The paper contributes to current research on the role that metaphor and other cognitive instruments play in science popularization.

Metaphors across languages, cultures and discourses: A research agenda

“…Авторы изучают метафорические сценарии «войны», «контейнера» и «движения» как стратегии популяризации в про-вакцинном дискурсе, раскрывают их объяснительный потенциал и убедительно доказывают, что реализация каждого из названных метафорических сценариев по отдельности и их синтез позволяют довести до читателя узкоспециализированную информацию в доступной и понятной форме. Полученные результаты акцентируют способность концептуальной метафоры репрезентировать сложные и абстрактные концепты с помощью известных и конкретных образов (Silaški & Đurović 2024).…”