Managerial rhetoric as the metaphor for the World Wide Web
- 1 September 2001
- journal article
- research article
- Published by Taylor & Francis in Critical Studies in Media Communication
- Vol. 18 (3) , 359-375
- https://doi.org/10.1080/07393180128084
Abstract
–This article explains how metaphors influence how we experience events, and how the Web, viewed through a different metaphor or lens, currently appears a little less valuable as a tool of education or democracy. Although the Web constitutes a new communication milieu, possessing the potential to revolutionize communication in the next millennium, its rhetoric is currently one of consumerism and capitalism–economic not political ideologies pertain. This article conducts a metaphorical analysis of the World Wide Web positing that the Web might be understood best through a managerial metaphor rather than the current spatial/relational metaphor. Using Sproule's 1988 categories of managerial rhetoric, this article critiques contemporary Web practices in an effort to better understand the Web and its communicative potential.Keywords
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