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)
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Abstract

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

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George Rossolatos
Universität Gesamthochschule Kassel

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

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