Conceptual Metaphors in Weather-Related Expressions on Instagram

Abstract

This study investigates the use of conceptual metaphors in weather-related expressions on Instagram, focusing on how metaphorical language shapes public opinion on climate change of seasonal changes and associated health risks. Using Lakoff and Johnson’s (1980) Conceptual Metaphor Theory as the analytical framework, the analysis reveals three dominant metaphorical patterns: weather as an agent, disease as an enemy, and seasonal transition as a journey. These metaphors help translate abstract meteorological information into familiar experiential terms, enhancing message clarity and influencing audience perceptions of vulnerability and precaution. The findings highlight the important role of metaphor in digital climate and health communication, particularly in framing risk and encouraging preventive behavior on social media platforms.