As swarm technology moves towards real-world applications and impact, technological development should be paralleled by investigation into their societal dimensions. The language used by stakeholders working in swarming technology is already fraught with semantic diffusion and confusion. Uncertainty within the field, inevitably, informs public communication. This confusion makes dialogue on the effects of this emerging technology difficult. In this chapter, we explore the public communication of swarming technology. Specifically, we analyse media coverage to understand the metaphors that currently inform public discourse on this topic and the values that underlie this public conversation. We use automated concept analysis to review qualitative data and review key metaphors used to describe swarming technology. Our iteration of analysing the metaphors shows the lack of “neutral” metaphors in media coverage of swarming technology. Metaphors are value laden and carry normative weight. In other words, they state how the world ‘ought to be’. Prudent use of metaphors is key for managing expectations and keeping watch over which avenues of research and development are prioritised.