Visual metaphors in the representation of communication technology

Stuart Jay Kaplan

62 citations0/0 files storedCritical Studies in Mass Communication

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Language, Metaphor, and Cognition Semiotics and Representation Studies Cultural Studies and Postmodernism

Abstract

This article examines the role of metaphors in communicating social values associated with new communication technology, through an analysis of magazine advertisements for computing and advanced telecommunications products and services. Particular attention is paid to visual metaphors in those texts. The article discusses the implications of the findings for the study of visual metaphors in advertising and research on technology policy discourse.

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References

2003Metaphors We Live By 1982INTRODUCTION TO COMMUNICATION STUDIES 2008Advertising as Communication 1983Technologies of Freedom 1989The Rhetoric of the Human Sciences 1982ADVERTISING AS COMMUNICATION 1990Contemporary Perspectives on Rhetoric 2018Cognition and Figurative Language

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2016The role of metaphors in the development of technologies. The case of the artificial intelligence 1998Effects of Metaphors on Children's Comprehension and Perception of Print Advertisements 2018Aspects of visual metaphor: an operational typology of visual rhetoric for research in advertising 2001The rhetorical criticism of visual elements: An alternative to Foss's Schema 1993Communication and information technologies: A dialectical model of technology and human agency

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