Technology Assessment as Metaphor Assessment. Visions Guiding the Development of Information and Communications Technologies

Multiple factors shape the development of new technologies. Very important mental factors are guiding visions (Leitbilder) and metaphors which are used to design technologies or systems. With my colleagues Michael Paetau and August Tepper, I did empirical and theoretical research based on concrete cases (Mambrey et al. 1995). It was our aim to investigate the methodological use of guiding visions and metaphors for technical design and for preventively oriented technology assessment and to suggest adequate tools. Our project combined different research arenas which were previously unconnected. It combined technology assessment (future assessment), genesis of technology (role of Leitbilder in social systems), and linguistics (construction and analysis of metaphors). Two case studies about the role of Leitbilder and metaphors in the development of the typewriter and the personal Computer demonstrated the scope of the approach as well as the predictive qualities. A survey on how members of a research and development Organization for applied information systems used and constructed metaphors were done.

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