From party to pandemic – Frames and metaphors in the news coverage of the COVID-19 outbreak in Austria

Media framing facilitates people’s understanding of a threat and affects one’s emotional reaction. It therefore plays a vital role in both individual and societal responses to a public health crisis such as the COVID-19 pandemic. Using a combination of conceptual metaphor analysis and qualitative frame analysis, this article examines how three Austrian newspapers framed the initial national outbreak of COVID-19 in March 2020. The results show that at that early stage, media coverage was primarily concerned with the national government’s political actions to contain the disease. Only a few articles framed the situation in terms of personal experiences and possible economic or social consequences. As has been the case in research reporting on other health crises, metaphors of war, journeys, and natural disasters were used to conceptualize the coronavirus pandemic. Yet, overall, the tone remained neutral, as the media framing was clearly aimed at passing on information and conveying a sense of urgency while at the same time trying to avoid scare tactics.