Abstract

On 12 March 2020, the Norwegian government instigated measures to limit the spread of COVID-19, the most drastic policies of any Norwegian government in peacetime. A particularly Norwegian metaphor used when introducing those measures concerned the “dugnad” tradition, a cultural practice of voluntary work carried out as a community. This article traces the trajectory of dugnad metaphors related to COVID-19 in Norwegian public discourse, to shed light on the aptness of their use. Aptness is measured in terms of “resonance,” the public reception to the metaphor. It follows a threefold categorization: imposition, endorsement, or resistance, all of which are divided into inductively developed subcategories. The data consists of all relevant concordances of the lexeme DUGNAD appearing from March 2020-June 2021 in one of the three largest Norwegian national online newspapers. Findings indicate that the imposition of the dugnad struck a chord with the Norwegian people; supportive statements far outweighed those of opposition and continued throughout the investigated period, even though national government officials mostly stopped using the dugnad metaphor after May 2020. Resistance was nevertheless also present from the outset, reaching a renewed peak around March 2021. Aptness thus varies over time, a finding with implications for future pandemic communication.