Researching cultural metaphors in action: metaphors of computing technology in contemporary U.S. life

This article presents the utility of cultural metaphor as an analytic tool and theoretical construct in consumer research. Specifically, we extend current applications within consumer research by situating metaphor as a linguistic and cultural practice in consumers' socially embedded talk and actions (vs. text and self-report) and by foregrounding an anthropological, cultural analytic framework. Based on ethnographic research, we take as our prime example the ways that computer and internet metaphors have had an impact on U.S. consumer meanings and actions in offices and other realms of daily life. We suggest that researching cultural metaphors in situ, in the everyday, naturally occurring context of consumer lives, has the potential to demonstrate highly relevant categories of meaning among consumers and thus represents an important strategy for market research.