Two groups were shown a report on the rising crime rate in a city: one saw ‘Crime is a virus’ while the other saw ‘Crime is a beast.’ Those primed with ‘beast’ were more likely to recommend punitive measures, such as increasing the police force and putting criminals in jail. Those primed with ‘virus’ focused on the cause, treating it, and implementing social reforms. When asked why they chose those solutions, respondents identified the crime statistics, which were the same for both groups.
How changing the metaphors we use can change the way we think | Aeon Essays
Woven into the fabric of language, metaphors shape how we understand reality. What happens when we try using new ones?
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