Risk Communication about Antimicrobial Resistance: A Content Analysis of Metaphor Use in Global Public Discourse

Antimicrobial resistance (AMR) is a significant threat to humanity, yet public awareness is low. Metaphors can help communicate complex health information, but their use in AMR contexts is poorly understood. A content analysis of 2,149 metaphors in global English-language public discourse identified four key themes: “War against resistance, infections and microbes,” “Heroes and villains of resistance,” “Post-antibiotic apocalypse and looming crisis of AMR,” and “Silent, creating threat of AMR.” The findings call for a re-framing of metaphors to challenge public misunderstandings and prompt behavior change.