Merging, masquerading and morphing : metaphors and the World Wide Web

We examine the role of metaphors in relation to Web-based phenomena through a comparative study of 29 Web portals, established under a World Bank project known as the Development Gateway. Our analysis suggests that three metaphors – expert, market and community – are particularly significant across these portals, either separately or in combination. The study indicates three particular ways in which these metaphors can combine – merging, masquerading and morphing. We conclude by discussing the implications of using metaphor to understand how practitioners design Web portals and how users engage with them.