With the proliferation of personal

With the proliferation of personal computers on desks by the 1990s, the source and target of the desk-computer metaphor could become reversed: it became possible to mimic our computers mimicking our desks. In this scenario, real desktops could be piled high with folders because of an increasing dependence on a visual cue for what is there (as our computer desktops gave us). In 2001, we observed a tech-savvy individual doing just this. On coming into the office he set up a model of his computer “desktop” on the floor by his desk: File folders were laid out from his backpack, opened up when in use, then “closed” when tasks were completed or the day was done. His actual desktop was piled with folders of less temporal immediacy (Figs. 5–7).
The way of doing things in non-computer realms had begun to metaphorically mimic what we did with computers. Hence, retrieval systems in the non-computer world could suffer in comparison to what had been learned was possible via the computer’s desktop. As one of our research respondents, Travis, commented, “Technology makes information management easier. You can save virtually forever. You have multiple search tools and search through the hard drive real quick, unlike file cabinets where everything is just kind of stacked there”. For a client in the filing and “divider” business, it was time to consider these other, metaphorically inspired ways of doing things. What could be invented for floor-based filing systems that mimicked the computer desktop filing systems? What could be invented as computer-inspired ways of embedding, embedding, and embedding within folders? What could be communicated about the specific retrieval properties of paper products, akin to what one does with computers? These are the kinds of questions that we believed the company’s strategists needed to consider as they re-thought their business in 1999.
4. Computing technology: from humanly negative to personally positive
In the United States, a metaphoric migration occurred with the proliferation of personal computing technology—from conceptualizing computing technology as humanly destructive to seeing it as personally empowering. Traditionally in the U.S., there reigned ambivalence vis-à-vis technology. Technology was seen as a force that drove society forward but, contained within this power to alter the nature of social life, was an equally powerful anti-human force—the one that made technology “cold”—something that deprived the world of humanity, emotions and feeling. Earlier on in the advent of personal computers and particularly the internet in the U.S., research respondents would recite urban legends (as did the mass media) of people who would stay at their computers and online, no longer caring about their family or friends—for instance, mothers who spent so much time online that the children were neglected and went unfed.

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With the proliferation of personal computers on desks by the 1990s, the source and target of the desk-computer metaphor could become reversed: it became possible to mimic our computers mimicking our desks. In this scenario, real desktops could be piled high with folders because of an increasing dependence on a visual cue for what is there (as our computer desktops gave us). In 2001, we observed a tech-savvy individual doing just this. On coming into the office he set up a model of his computer “desktop” on the floor by his desk: File folders were laid out from his backpack, opened up when in use, then “closed” when tasks were completed or the day was done. His actual desktop was piled with folders of less temporal immediacy (Figs. 5–7).The way of doing things in non-computer realms had begun to metaphorically mimic what we did with computers. Hence, retrieval systems in the non-computer world could suffer in comparison to what had been learned was possible via the computer’s desktop. As one of our research respondents, Travis, commented, “Technology makes information management easier. You can save virtually forever. You have multiple search tools and search through the hard drive real quick, unlike file cabinets where everything is just kind of stacked there”. For a client in the filing and “divider” business, it was time to consider these other, metaphorically inspired ways of doing things. What could be invented for floor-based filing systems that mimicked the computer desktop filing systems? What could be invented as computer-inspired ways of embedding, embedding, and embedding within folders? What could be communicated about the specific retrieval properties of paper products, akin to what one does with computers? These are the kinds of questions that we believed the company’s strategists needed to consider as they re-thought their business in 1999.4. Computing technology: from humanly negative to personally positiveDi Amerika Serikat, migrasi metaforik terjadi dengan perkembangan teknologi komputasi pribadi — dari konseptualisasi Teknologi komputasi sebagai manusia merusak melihatnya sebagai pribadi memberdayakan. Secara tradisional di AS, ada memerintah ambivalensi vis-à-vis teknologi. Teknologi dianggap sebagai sebuah kekuatan yang mendorong masyarakat maju tetapi, terkandung dalam kuasa untuk mengubah sifat kehidupan sosial, sebuah kekuatan anti manusia yang sama kuat-salah satu yang membuat teknologi "dingin" — sesuatu yang dirampas dunia manusia, emosi dan perasaan. Sebelumnya dalam munculnya komputer pribadi dan terutama internet di AS, responden penelitian mendaras Legenda urban (seperti lakukan media massa) orang-orang yang akan tinggal di komputer mereka dan online, tidak peduli tentang keluarga atau teman-teman mereka-misalnya, ibu yang menghabiskan begitu banyak waktu online bahwa anak-anak yang diabaikan dan pergi unfed.