How Black Lives Matter Gained Traction in the Midst of a Pandemic: Utilizing Metaphorical Blending and Frame Bridging in Analysis

Abstract

In 2020 it was the death of George Floyd that crystalized public consciousness. Particularly, his words “I can’t breathe” became emblematic. Now, we could look back to 2014 and the death of Eric Garner as a comparable situation. However, the analogous narratives lead to considerably different results. An editorial on the death of Eric Garner focuses on his statement “I Can’t Breathe” (Journal 2014) whereas another editor after George Floyd’s passing makes the corporate declaration “We Can’t Breathe” (Board 2020). I will argue that with the passing of Floyd the phrase operated metaphorically and served as frame bridging discourse to energize a societal movement. In order to understand this transformation, we will need to consider the discourse of life in the pandemic.