A década de 90 poderá ficar marcada na história das comunicações pelo estabelecimento em definitivo dos meios interativos. Indubitavelmente, o computador foi o maior responsável por este fato. No entanto, esta máquina, que havia se tornado uma importante ferramenta de trabalho nos anos anteriores, ainda tinha uma grande resistência de uso pela maioria das pessoas. O principal motivo alegado era a sua dificuldade de operação e comunicação, em função de sua linguagem nativa. Por conta disso, a interface passou a ser considerada um elemento chave nas pesquisas nesta área; e, consequentemente, comunicadores entraram neste processo. Afinal de contas é através da interface que o usuário estabelece sua interação com o sistema operado pelo computador. Ela é um espaço tradutor, uma face intermediária entre a linguagem nativa da máquina e as linguagens naturais do homem. É neste ponto que a metáfora tomou seu lugar. Tropo lingüístico por excelência, a metáfora foi agregada à interface gráfica do computador e tornou-se um dos recursos tradutores de maior expressão neste processo. De meio técnico-científico utilizado no ambiente acadêmico, o computador foi se tornando cada vez mais também um aparelho doméstico. Este trabalho pretende demonstrar o papel que a metáfora teve neste período e o modo como uma figura tradicionalmente lingüística pode se manifestar em várias instâncias de sistemas computacionais e principalmente em interfaces de representação gráfica digital. / The '90s may come down into the history of communications as the decade in which interactive media were finally established. Computers were undoubtedly the main driving force behind it. Despite having become an important work tool in previous years, computers still met with great resistance on the part of most people. The primary reason against using computers was that it was not easy to operate and interact with, owing to the source language. As a result, the user interface became a key focus of research in this area; it was then that communication experts were drawn into the process. After all, it is through the interface that users interact with computer-controlled systems. The interface is a translation environment, a transition between the machine's source language and the languages typical of men. It is at this moment that metaphors found their place in this process. A figure of speech by nature, metaphors were added to computer graphic interfaces and became one of the most relevant translation features in this process. From a technical and scientific device used in academic environments, computers were gradually adopted as a household appliance as well. This paper aims to show the role of the metaphor during this period and the way in which what had traditionally been a figure of speech could manifest itself in several instances of system computers and mainly in digital graphic representationointerfaces.

A década de 90 poderá ficar marcada na história das comunicações pelo estabelecimento em definitivo dos meios interativos. Indubitavelmente, o computador foi o maior responsável por este fato. No entanto, esta máquina, que havia se tornado uma importante ferramenta de trabalho nos anos anteriores, ainda tinha uma grande resistência de uso pela maioria das pessoas. O principal motivo alegado era a sua dificuldade de operação e comunicação, em função de sua linguagem nativa. Por conta disso, a interface passou a ser considerada um elemento chave nas pesquisas nesta área; e, consequentemente, comunicadores entraram neste processo. Afinal de contas é através da interface que o usuário estabelece sua interação com o sistema operado pelo computador. Ela é um espaço tradutor, uma face intermediária entre a linguagem nativa da máquina e as linguagens naturais do homem. É neste ponto que a metáfora tomou seu lugar. Tropo lingüístico por excelência, a metáfora foi agregada à interface gráfica do computador e tornou-se um dos recursos tradutores de maior expressão neste processo. De meio técnico-científico utilizado no ambiente acadêmico, o computador foi se tornando cada vez mais também um aparelho doméstico. Este trabalho pretende demonstrar o papel que a metáfora teve neste período e o modo como uma figura tradicionalmente lingüística pode se manifestar em várias instâncias de sistemas computacionais e principalmente em interfaces de representação gráfica digital. / The '90s may come down into the history of communications as the decade in which interactive media were finally established. Computers were undoubtedly the main driving force behind it. Despite having become an important work tool in previous years, computers still met with great resistance on the part of most people. The primary reason against using computers was that it was not easy to operate and interact with, owing to the source language. As a result, the user interface became a key focus of research in this area; it was then that communication experts were drawn into the process. After all, it is through the interface that users interact with computer-controlled systems. The interface is a translation environment, a transition between the machine's source language and the languages typical of men. It is at this moment that metaphors found their place in this process. A figure of speech by nature, metaphors were added to computer graphic interfaces and became one of the most relevant translation features in this process. From a technical and scientific device used in academic environments, computers were gradually adopted as a household appliance as well. This paper aims to show the role of the metaphor during this period and the way in which what had traditionally been a figure of speech could manifest itself in several instances of system computers and mainly in digital graphic representationointerfaces.

In this dissertation, I investigate whether the conceptualisation of computerised technological phenomena is influenced by social variables, in particular exposure to the computer. The conceptualisation and behaviour of a group of students majoring in technology-related fields were studied. Through the application of Conceptual Blending Theory, the multi-modal desktop metaphorical blend (DMMB) (as an electronic representation of an actual office desktop) was focused on. The participants were provided with tasks with the aim of determining whether they conceptualise the electronic desktop as a literal ‘thing-in-itself’ or as an e-version of their actual desks. The intent was to examine to what extent social variables, especially exposure, motivate the nature of the conceptualisation. Therefore, it is hypothesised that exposure, regarded as the primary variable in this study, influences conceptualisation of the DMMB to the extent where the it either loses its metaphoric quality in participants, who maintain regular and prolonged exposure to the computer, or retains the metaphoric quality of the DMMB in participants, who are not exposed to the computer on a regular and prolonged basis. Two groups were distinguished based on the extent of the individual participants’ exposure to computer technology, namely a high-exposure group and a low-exposure group. A mixed method approach was used to test and analyse data collected from individual participants, as well as from the high- and low-exposure groups. Methods used to test these hypotheses included questionnaires, word association (a conceptual task), controlled observation (a behavioural task), and interviews. The resulting data were analysed by means of a thematic interview analysis and non-parametric statistical tests. / Linguistics and Modern Languages / M.A. (Linguistics)

In this dissertation, I investigate whether the conceptualisation of computerised technological phenomena is influenced by social variables, in particular exposure to the computer. The conceptualisation and behaviour of a group of students majoring in technology-related fields were studied. Through the application of Conceptual Blending Theory, the multi-modal desktop metaphorical blend (DMMB) (as an electronic representation of an actual office desktop) was focused on. The participants were provided with tasks with the aim of determining whether they conceptualise the electronic desktop as a literal ‘thing-in-itself’ or as an e-version of their actual desks. The intent was to examine to what extent social variables, especially exposure, motivate the nature of the conceptualisation. Therefore, it is hypothesised that exposure, regarded as the primary variable in this study, influences conceptualisation of the DMMB to the extent where the it either loses its metaphoric quality in participants, who maintain regular and prolonged exposure to the computer, or retains the metaphoric quality of the DMMB in participants, who are not exposed to the computer on a regular and prolonged basis. Two groups were distinguished based on the extent of the individual participants’ exposure to computer technology, namely a high-exposure group and a low-exposure group. A mixed method approach was used to test and analyse data collected from individual participants, as well as from the high- and low-exposure groups. Methods used to test these hypotheses included questionnaires, word association (a conceptual task), controlled observation (a behavioural task), and interviews. The resulting data were analysed by means of a thematic interview analysis and non-parametric statistical tests. / Linguistics and Modern Languages / M.A. (Linguistics)