Ontological metaphors we get sick by: A brand storytelling approach to the Covid-19 pandemic

In Transformations and consequences in society due to covid-19 pandemic. International Academic Conference| AAB College, Pristina, Kosovo, Sep 5 2020At: Pristina: 05.09.2020 - 06.09.2020 (2020)
  Copy   BIBTEX


This paper furnishes a brand storytelling account of the Covid-19 pandemic. By adopting a fictional ontological standpoint, the virus’ narrative space is mapped out by recourse to metaphorical modeling. The disease imagery stems from global mainstream media in the context of Covid-19’s brand globalization, as increasing interconnectedness of and interdependence between social, cultural and economic discourses. The main narrative components (actors, settings, actions, relationships) are outlined as episodes that make up the virus’ brand personality, against the background of a reading grid. Subsequently, a nexus of ontological (deep) metaphors is identified as the virus’ master narrative, by identifying transfers between the global mediascape and the brand’s narrative space. Deep metaphors are equivalent to cultural archetypes or mythopoetic structures which make up a collective structural unconscious. Deep metaphors stem from reducing surface metaphors to their most universal semantic dimensions by identifying permeating themes. Instead of ascribing primacy to the



    Upload a copy of this work     Papers currently archived: 91,088

External links

Setup an account with your affiliations in order to access resources via your University's proxy server

Through your library

Similar books and articles

More about metaphor.Max Black - 1977 - Dialectica 31 (3‐4):431-457.
COVID -19 Pandemic as an Existential Problem: An African Perspective.Anthony Uzochukwu Ufearoh - 2020 - Filosofia Theoretica: Journal of African Philosophy, Culture and Religions 9 (1):97-112.
Vietnam’s Response to the COVID-19 Outbreak.Sanja Ivic - 2020 - Asian Bioethics Review 12 (3):341-347.
Women Proficiency in Global Crises Management: The case of Ethiopia.Debela Bedada - 2020 - International Journal of Scientific Research and Management (IJSRM) 8 (4).
Towards a metaphorical biology.R. C. Paton - 1992 - Biology and Philosophy 7 (3):279-294.


Added to PP

21 (#651,430)

6 months
1 (#1,149,473)

Historical graph of downloads
How can I increase my downloads?

Author's Profile

George Rossolatos
Universität Gesamthochschule Kassel

Citations of this work

The Strangest Sort of Map: Reply to Commentaries.Stephen Asma - 2021 - Evolutionary Studies in Imaginative Culture 5 (2):75-82.

Add more citations

References found in this work

No references found.

Add more references