Superweed amaranth: metaphor and the power of a threatening discourse

Abstract This paper analyses the use of metaphor in discourses around “superweed” Palmer amaranth. Most weed scientists associated with US public agricultural extension system dismiss term superweed. However, together media, they indirectly encourage aggressive control practices by actively diffusing framing herbicide resistant amaranth as an existential threat that should be eradicated at any cost. We argumentative discourse analysis to better understand this process. analyze a corpus consisting reports, policy briefs, and press releases produced state services, well articles from professional popular magazines newspapers quoting specialists and/or sector or agronomists. show how superweed is powered negative metaphors, legitimizes steps eradicate weed. reinforces farmers’ techno-optimism master frame, contributes deskilling farmers sidelines ethical concerns.