The Power of Bellicose Rhetoric

The use of metaphors often characterizes contemporary public discourses on various issues. By the same token, metaphors have been used extensively in the discourse on the COVID-19 pandemic. This paper examines the WAR metaphor as a framing and rhetorical device with distinct persuasive potency within the Croatian sociocultural context. The analysis shows that militaristic metaphors were omnipresent in the Croatian public discourse at the beginning of the pandemic. Their dual role, explanatory and persuasive, was instrumental in convincing the public to understand the pandemic and accept the restrictive mandates put in place.