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Once you see it,
you can’t unsee it:
Tracing Information Ecologies
Rachael Hodder
@zenparty
hello@rachaelhodder.com
Andrew Hinton, Understanding Context
Language is infrastructure.
Language is evidence.
George Lakoff and Mark Johnson, Metaphors We Live By
Facebook profile data
and a collection of APIs
are a Platform.
aka “Facebook Platform”
metaphorical
concept
entailment metaphor
(because)
Facebook is
a Platform
A platform is a foundation.
(because)
(because)
A foundation is a surface.
build from the inside out
Facebook Platform
utilize community
define new conversations
define a domain
curate identity
build...
Here be dinos.
Language is infrastructure.
Andrew Hinton, Understanding Context
Honor complexity.
@zenparty
hello@rachaelhodder.com
Once You See It You Can't Unsee It: Tracing Information Ecologies #IAS15
Once You See It You Can't Unsee It: Tracing Information Ecologies #IAS15
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Once You See It You Can't Unsee It: Tracing Information Ecologies #IAS15

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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.

Published in: Design
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Once You See It You Can't Unsee It: Tracing Information Ecologies #IAS15

  1. 1. Once you see it, you can’t unsee it: Tracing Information Ecologies Rachael Hodder @zenparty hello@rachaelhodder.com
  2. 2. Andrew Hinton, Understanding Context Language is infrastructure.
  3. 3. Language is evidence. George Lakoff and Mark Johnson, Metaphors We Live By
  4. 4. Facebook profile data and a collection of APIs are a Platform. aka “Facebook Platform”
  5. 5. metaphorical concept entailment metaphor (because)
  6. 6. Facebook is a Platform A platform is a foundation. (because) (because) A foundation is a surface.
  7. 7. build from the inside out Facebook Platform utilize community define new conversations define a domain curate identity build social experience
  8. 8. Here be dinos.
  9. 9. Language is infrastructure. Andrew Hinton, Understanding Context
  10. 10. Honor complexity. @zenparty hello@rachaelhodder.com

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