METAPHOR AS A COGNITIVE MECHANISM IN MODERN ENGLISH CRISIS COMMUNICATION

Abstract

             This article examines metaphor as a cognitive mechanism in modern English crisis communication, focusing on how metaphorical language structures public understanding of uncertainty, risk, and emergency situations. Drawing on Cognitive Linguistics and conceptual metaphor theory, the study analyzes how crises such as pandemics, economic downturns, political instability, and environmental disasters are linguistically framed in English-language media and official discourse. The research demonstrates that metaphors are not merely stylistic devices but fundamental cognitive tools that shape perception, emotion, and decision-making in crisis contexts. The study shows that dominant metaphorical models—such as WAR, DISEASE, NATURAL DISASTER, and JOURNEY—systematically influence how audiences interpret urgency, responsibility, and control. Particular attention is given to how metaphor functions in Crisis Communication, where it serves both explanatory and persuasive roles. The findings suggest that metaphorical framing can either mitigate panic by simplifying complex realities or intensify fear by emphasizing threat and loss of control. Overall, the article highlights the central role of metaphor in shaping collective cognition and public response during crises in contemporary English discourse.