Metaphors in Public Health Communication: A Critical Analysis of Chinese-Language Media in Taiwan during COVID-19

Abstract

The unfamiliarity of new realities during the COVID-19 pandemic made metaphors especially influential, as some enhanced understanding and aided emotional expression while others obscured meaning or reinforced stereotypes. However, while often studied in political and cultural contexts, COVID-19 metaphors have received little attention in mental health communication. This study addresses this gap by examining the use of metaphors in Chinese mental health publications in Taiwan between January 2020 and June 2022. Using Critical Metaphor Analysis, the research identifies and analyzes 485 metaphorical expressions across 99 news articles purposively collected from a range of health-related media and institutional platforms in Taiwan. The study reveals a shift in metaphor usage over time, from dominant war imagery to broader narratives of journey and resilience. War-related metaphors, which depicted the pandemic as an immediate threat, decreased over three years, reflecting a shift in public perception from an acute crisis to a long-term challenge. Meanwhile, journey-related metaphors emphasizing personal growth remained consistent, and metaphors portraying emotions as objects or energy sources grew, reflecting an increased focus on emotional management. This evolution in metaphor use demonstrates how public understanding and responses to the pandemic dynamically adapted. The study underscores the role of metaphors in health communication and highlights the importance of careful metaphor selection by media professionals and policymakers to manage public perception and support mental well-being during ongoing health crises.