Merging, Masquerading and Morphing: Metaphors and the World Wide Web
AuthorPablo, Z; Hardy, C
Source TitleOrganization Studies
PublisherSAGE PUBLICATIONS LTD
University of Melbourne Author/sHardy, Cynthia
AffiliationManagement and Marketing
Document TypeJournal Article
CitationsPablo, Z. & Hardy, C. (2009). Merging, Masquerading and Morphing: Metaphors and the World Wide Web. ORGANIZATION STUDIES, 30 (8), pp.821-843. https://doi.org/10.1177/0170840609334951.
Access StatusThis item is currently not available from this repository
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.
KeywordsBusiness and Management
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