Danger! Metaphors at work in economics, geophysiology, and the Internet

The author analyzes the types of metaphors that are used to describe the Internet in issues of Wired magazine from before and after the dot-coni collapse to understand the perceptions and expectations of some of the actors involved in the shaping of the Internet. In addition, the metaphors deployed in economics and geophysiology are used to demonstrate how metaphors can influence public debate, policy, and theory. The author argues that metaphors do not simply have a descriptive function but that they also carry normative connotations. Language, alongside social practices and material objects, is all important tool in attempts to construct the future. Six overlapping metaphorical themes are identified: revolution, evolution, salvation, progress, universalism, and the American dream. A critical analysis of these metaphors, informed by a critique of the metaphors used in economics and geophysiology, leads the author to challenge the universalist claims made by some Internet enthusiasts for the inclusive potential of the Internet.