| Preface | |
| Foreword | |
| The Power of Metaphor | p. 1 |
| The Intimate Relations Between Metaphor and Media | p. 3 |
| New Media Redescribing the World | p. 11 |
| From Print to Electronic Descriptions of the World | p. 18 |
| Metalanguages of Paradox: McLuhan and Derrida | p. 32 |
| A Media Ecology History of Metaphor | p. 44 |
| Theories of Metaphor | p. 55 |
| How To Do a Metaphorical Analysis | p. 70 |
| Media and Metaphors | p. 75 |
| Deep Metaphors for Television | p. 77 |
| Why Television Is Not a Text | p. 87 |
| Hot and Cool Media - Reworking McLuhan | p. 102 |
| Will the Media Create a Global Village? | p. 106 |
| Life is a Drama - The TV Generation's Metaphor | p. 110 |
| Is Childhood Disappearing Out Here in Televisionland? | p. 114 |
| Has Metaphor Collapsed? | p. 118 |
| The Fable of the Electric Maps and the Mutating Territory | p. 122 |
| The Technological Race as Metaphor | p. 128 |
| Virtual reality As Metaphor | p. 132 |
| The Conduit Metaphor and "Education Reform" | p. 136 |
| Computers and Metaphors | p. 145 |
| The Chameleon Computer | p. 147 |
| Computer Metaphors that Undermine Human Identity | p. 152 |
| The Cyberspace Metaphor: A Skeptic's View | p. 160 |
| Metaphors Converging on the Internet | p. 165 |
| The Information Superhighway as Metaphor | p. 172 |
| The Computer Virus as Metaphor | p. 178 |
| Artificial Intelligence - Metaphor or Oxymoron? | p. 183 |
| The Computer a Savior and as Spy: Superimposed Metaphors in the News | p. 190 |
| Why We Should Distrust Computers | p. 196 |
| Metaphors in Education and Knowledge | p. 203 |
| Is Life a Game? Notes on a Master metaphor | p. 205 |
| Hardball and Softball as Metaphors | p. 208 |
| From the Road to the Fast Track - American Metaphors of Life | p. 211 |
| The Fast Food Franchise as Metaphor | p. 215 |
| McMetaphors | p. 219 |
| Confessions of a Metaphoraholic | p. 222 |
| The Generation X and Boomers Metaphor | p. 225 |
| The Nineties - An Empty Metaphor Waiting to be Filled | p. 230 |
| The Metaphor of the Market | p. 235 |
| Metaphors in Education and Knowledge | p. 239 |
| Economic Metaphors for Education | p. 241 |
| Structure: The Intellectual's Metaphor | p. 245 |
| The Projection Metaphor in Psychology | p. 249 |
| The Jigsaw Puzzle as a Metaphor for Knowledge | p. 253 |
| Language Describing itself | p. 257 |
| Our Inflationary Language | p. 259 |
| Stalking the Wild Metaphor | p. 263 |
| Is Language a Game? | p. 267 |
| Metaphors by the Seashore | p. 272 |
| References | p. 277 |
| Author Index | p. 287 |
| Subject Index | p. 291 |
| Table of Contents provided by Blackwell. All Rights Reserved. |