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Merging, Masquerading and Morphing: Metaphors and the World Wide Web

Zelinna Pablo De La Salle University, Manila, Philippines, zelinna.pablo{at}dlsu.edu.ph

Cynthia Hardy

Cynthia Hardy University of Melbourne, Australia, chardy{at}unimelb.edu.au

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.

Key Words: discourse • Internet • metaphors • websites

Organization Studies, Vol. 30, No. 8, 821-843 (2009)
DOI: 10.1177/0170840609334951


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