The Power of Metaphor in the Age of Electronic Media

Raymond Gozzi, Jr. Forward by Neil Postman.
Metaphor is old, but always new. This book argues that metaphor is increasing in power due to the prominence of electronic media. Metaphors have the ability to define and structure our comprehension of new techonlogies--such as cyberspace, the Information Superhighway, the Computer Virus, Hot and Cool Media. Media technologies are also being internalized as metaphors, or cognitive models, for processes of consciousness and cognition. The computer is internalized as a model of the brain, and the television as a metaphor for the conduct of discourse. These metaphors illuminate, but they also cast shadows. Finally, the forms of electronic media, which emphasize concrete and iconic symbolism, present descriptions of the world which contrast with the prevailing cultural descriptions. This leads to pressure to produce metalanguages to deal with epistemological conflicts.

This book also describes theories of metaphor from Aristotle to current cognitive linguistics; gives a history of metaphor in oral, writing, print, and electronic cultures; and provides guidelines for How to Do a Metaphorical Analysis which should be useful for students at all levels.

ISBN 1-57273-123-0

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