London, Aug 7 - Using disaster metaphors such as 'tsunami', 'perfect storm' and 'bio-terrorism' to mobilize the media, governments and individuals during an emergency can make people sit up and listen, but can also lead to panic or cynicism, says a study.

Brigitte Nerlich, professor at the Economic and Social Research Council (ESRC) conducted the research.

Recent advice on swine flu has centred on basic hygiene, which makes people feel they can do something practical, instead of being mere victims of so-called 'superbugs' or 'killer viruses'. But obviously this is easier to do when a disease is relatively benign.

Nerlich points out that easier internet access might also help people feel in control, an issue that emerged from a previous ESRC project on foot and mouth disease carried out in Nottingham.

'Nowadays, especially in the context of swine flu, e-mail, Twitter and public health sites all give information and advice which can be useful to worried individuals and may dampen down panic,' she said. 'But more research needs to be done in this area.'

'We found that the way people communicate about a threat largely determines how they understand it and behave towards it,' said Nerlich.