"Merging, masquerading and morphing: Metaphors and the World Wide Web" by Zelinna Cynthia D. Pablo and Cynthia Hardy
 

Merging, masquerading and morphing: Metaphors and the World Wide Web

College

College of Computer Studies

Department/Unit

Information Technology

Document Type

Article

Source Title

Organization Studies

Volume

30

Issue

8

First Page

821

Last Page

843

Publication Date

8-1-2009

Abstract

We examine the role of metaphors in relation to Web-based phenomena through a comparative study of 29 Web portals, established under a World Bank project known as the Development Gateway. Our analysis suggests that three metaphors - expert, market and community - are particularly significant across these portals, either separately or in combination. The study indicates three particular ways in which these metaphors can combine - merging, masquerading and morphing. We conclude by discussing the implications of using metaphor to understand how practitioners design Web portals and how users engage with them. © The Author(s), 2009.

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Digitial Object Identifier (DOI)

10.1177/0170840609334951

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