Abstract

In this paper, we explore some characteristics of the Information Superhighway and the World Wide Web metaphors in the light of the current developments in information technology. We propose that these characteristics constitute a form of conceptual slippage (often in the form of ‘lexical leakage’), which helps us detect and predict the tacit impact that the currently available information delivery systems are having on human cognition. We argue that the particular language associated with these systems evolves as a direct result of human cognitive adaptation to the demands, resources, and constraints of highly technological environments. It reflects a growing alienation of the users of computerized systems from the physical aspects of the natural environment in which the disseminated information was originally grounded. We believe that a careful investigation of the pragmatic phenomena which are operative when the information media jargon is used is appropriate to the aims of Cognitive Technology. The role of metaphor as a vehicle for self-expression, as mediated by criteria of relevance, is discussed from this perspective