City Research Online

Abstract

Drawing on metaphors as deep cognitive devices, that prefigure important conceptual categories and form the basis for action, we suggest that we are at a crossroads in terms of the implications of Covid-19. One direction, characterized by the metaphor of ‘war’, is about establishing control to ensure continuity (i.e. a ‘normative-normal’). The other direction, based on the metaphor of ‘community’, is concerned with a heightened sense of connectedness, common interests, and shared purpose as a process of significant change (i.e. a ‘new-normal’). We conclude by briefly discussing the implications of these competing metaphor-based, post-crisis views of normality.

Publication Type:	Article
Additional Information:	Oswick, C., Grant, D. and Oswick, R. (2020). Categories, Crossroads, Control, Connectedness, Continuity, and Change: A Metaphorical Exploration of COVID-19. The Journal of Applied Behavioral Science, doi: 10.1177/0021886320936257 Copyright © 2020, the authors.
Publisher Keywords:	health care, decisions under risk/uncertainty, discourse, social construction
Subjects:	H Social Sciences > HM Sociology H Social Sciences > HN Social history and conditions. Social problems. Social reform Q Science > QR Microbiology > QR180 Immunology R Medicine > RA Public aspects of medicine > RA0421 Public health. Hygiene. Preventive Medicine
Departments:	Bayes Business School > Management
SWORD Depositor:	Symplectic Administrator

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