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Categories, Crossroads, Control, Connectedness, Continuity, and Change: A Metaphorical Exploration of COVID-19

Oswick, C. ORCID: 0000-0002-4574-2708, Grant, D. & Oswick, R. (2020). Categories, Crossroads, Control, Connectedness, Continuity, and Change: A Metaphorical Exploration of COVID-19. The Journal of Applied Behavioral Science, 56(3), pp. 284-288. doi: 10.1177/0021886320936257

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
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