Beyond the Language of Covid-19: Transformation of Social Discourse and Reproduction of Cultural Capital

The research draws on the concept of ‘cultural capital’ as well as assumptions of critical discourse analysis and cognitive linguistics to argue that the Covid-19 pandemic may be viewed as a global turning point. The article explores the context and the means that have facilitated the transformation of cultural capital during the coronavirus outbreak. The dramatic changes to culture have been successfully pushed through due to the public’s incessant exposure to institutionalized, governmental and mass media discourses, which have been urging people to adopt new communicative and cultural practices with a varying degree of argumentation and imposition. The changes entail reviewing social structure, spatial and relational stereotypes and standards, which in the long run transforms cultural capital. The global scope of the pandemic and the relatively identical regulations imposed by governments on their citizens generate a tentative tendency to cultural convergence: individuals are made to abandon their culture specific practices and values and adopt those that ensure physical survival.