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My talk today is about one method that I use to make sense when I find myself working in a new information ecology. I’m going to talk about metaphor tracking. This is a method of analysis that’s inspired by the work of George Lakoff and Mark Johnson in Metaphors We Live By. By tracking metaphors through discourse, we can trace systems of meaning and in effect, make the mechanics of meaning visible.
First, I’ll discuss some of the foundational assumptions for this method. And then, going forward, we’ll get to know Lakoff and Johnson’s “metaphorical concept” and I’ll show how I used it to understand how Facebook understands itself as a platform.