War metaphors as names for medical concepts in Sesotho newspaper HIV and AIDS communication

Abstract

The study examines the behaviour and the ideological functions of war metaphors that are used in Sesotho newspaper communication on HIV and AIDS. Using the dynamic systems approach towards metaphor, I explore the use of these metaphors in three major Sesotho newspapers from when the first case of a Mosotho with AIDS was reported in 1986. The findings show that the newspapers used two war metaphors as names for medical concepts in the period 1986 to 2010. The analysis of these metaphors reveals that they are not neutral, but are value-laden, framing HIV and AIDS in particular ways. The patterns observed in the study highlight the significant role played by language in shaping attitudes towards epidemics and pandemics.