Climate change and the use of metaphors in public narratives

Abstract

This study investigates the role of metaphorical framing in public climate discourse and its influence on public understanding, emotional engagement, and policy orientation. Using the Metaphor Identification Procedure (MIP), the research analyzes a corpus of media articles, institutional reports, and policy documents to identify and classify dominant conceptual metaphors, such as “climate as a threat,” “adaptive response,” “economic investment,” and “health risk”, etc. The findings show that metaphors serve not only as stylistic devices but as powerful cognitive and rhetorical tools that simplify complex environmental processes, evoke emotional responses, and strengthen ideological positions. The most frequent models – “threat/crisis” and “adaptive response” – reflect the tension between urgency and resilience in contemporary climate communication. Less common metaphors, such as “structural weakening” or “geographical shift,” highlight systemic vulnerabilities and may become more prominent in future climate justice discussions. The paper also explores how different metaphor models resonate emotionally and ideologically, depending on the context and audience. It suggests that certain metaphors may inspire proactive behavior, while others risk causing fear or apathy. By comparing metaphor usage across genres, the study emphasizes the need for customized communication approaches that suit the specific needs and characteristics of different audiences. The research concludes that carefully chosen, context-specific metaphors can improve the clarity and effectiveness of climate messaging across scientific, political, and media domains. Recommendations are made for responsible metaphor use in policymaking, education, and journalism to support more inclusive discourse on climate adaptation and sustainability.