Module 2 - Exercise 6

T171 End of Course Assessment Lois Ann Morris PI: T8318286 5th October 2001.

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Module 2 - Exercise 6 - Metaphors
In this section you have looked at metaphors. In this exercise you will look at them in more detail, and examine an article that uses a strong metaphor. Look at the three analogies I have made below. Consider each of them and for all of them explain how you feel the analogy is valid, and also where it does not apply. You should explain each point clearly.

Analogy 1: The World Wide Web is like a huge online encyclopaedia.

Valid: both encompass contributions by experts from a wide range of fields.
Valid: both are huge sources of information.

Invalid: Web is constantly evolving - encyclopaedias are static until the next edition is published.
Invalid: Encyclopaedia is linear in format - web uses associative links.
Invalid: Books are much easier and cheaper to access than a PC/Internet.
Invalid: Encyclopaedias take time to produce - web pages can be put up very quickly.
Invalid: Encyclopaedias are produced by professionals to high standards - the Web is likely to contain personal opinions, bias and dross.

Analogy 2: Xerox PARC was the Camelot of the PC Industry.

Valid: it is possible to compare Bob Taylor to King Arthur
Valid: both represent centres of excellence and high ideals.
Valid: both Camelot and Xerox PARC were out of touch with reality and every day life.
Valid: ‘Holy Grail’ of GUI, Ethernet etc sought at Xerox PARC
Valid: Bob Taylor’s flat management style resembles Round Table.

Invalid: Xerox PARC was a cerebral research establishment - Camelot was a bustling castle full of ordinary people.

Analogy 3: Microsoft are like the IBM of the 90s.

Valid: both companies had major change in direction to accommodate the Web.
Invalid: huge differences in business, culture, philosophy between the two companies.

Query to Tutor Group.

13 June 2001 19:22:48
T171 kjw99 Module 2
From: Lois A. Morris
Subject: Exercise 6 - Metophors (sic)
To: T171 kjw99 Module 2

Hi All,
I'm doing this section back-to-front which means that I've ended up at Exercise 6 before I've got round to writing up my notes on Apple and the MAC....
I'm at the third of the analogies offered by the Module Author which states:-
"Microsoft are like the IBM of the 90s"
Am I being obtuse here or is this a rather equivocal question?
Are we supposed to compare the Microsoft of today with the IBM of the 90s or are we supposed to compare the Microsoft of the 90s with IBM in general (bearing in mind that IBM went through some pretty serious upheavals of its own in the 1990s)
Incidentally, I found the balance tilted more towards the 'invalids' for the WWW/encylopaedia analogy and the 'valids' for the Xerox PARC/Camelot analogy when I did the exercise. It will be interesting to hear from the rest of you if you found the same or if you disagree with my view...
Lois

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