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Organic search: How metaphors help cultivate the web

Jobin, Anna; Ziewitz, Malte

Tomatoes, apples and bread can be ‘organic.’ But search results? Anna Jobin and Malte Ziewitz wonder about the currency of agricultural metaphors in web search and show how they do different work for different users. This article is part of our blog series How metaphors shape the digital society.

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