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Making the pandemic normal

In 2019 a novel coronavirus, SARS-CoV-2, spread around the world and a global pandemic was declared early in 2020. Currently, the pandemic has still not been brought under control. Over time, many new words have seeped into ordinary language and old words have changed their meanings. In this article, I trace the semantic development of the word ‘endemic’ which spread from science discourse into political discourse and then into public discourse and became a euphemism. People are told that they should now ‘live with’ the pandemic, a pandemic that is no longer dangerous, because it has turned endemic. This euphemistic use of ‘endemic’ has serious consequences for pandemic management and disease control, not only in countries like the UK, where the word has, indeed, become ‘endemic’, but around the world, as the word has the social function of concealing the circulation of the virus and normalising the spread of infection, even death.