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ERIC Number: EJ406650
Record Type: CIJE
Publication Date: 1990
Pages: N/A
Abstractor: N/A
Reference Count: 0
ISBN: N/A
ISSN: N/A
Visual Metaphors in the Representation of Communication Technology.
Kaplan, Stuart Jay
Critical Studies in Mass Communication, v7 n1 p37-47 Mar 1990
Examines the role of metaphors (particularly visual metaphors) in communicating social values associated with new communication technology by analyzing magazine advertisements for computing and advanced telecommunications products and services. Finds that the "lever" and the "synthesis of old and new values" metaphors are dominant in both general interest magazines and magazines directed at a technologically oriented audience. (RS)
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A