Perceptions of the Internet: what people think when they search the Internet for information

The study described in this article aimed to gather insights into what people think when they search the Internet for information. The premise is that people relate to information services and systems metaphorically. In other words, they identify the system or service as analogous to something perhaps more mundane or commonplace. These are known as wild metaphors. They help to explain the unknown or unfamiliar and help us to learn new things. They arise from our individual beliefs and backgrounds but they are also inevitably influenced by our collective experience of contemporary media characterisations of the Internet. This study relates the analogies that academics in Australia report for the Internet with the satisfaction that they derive from information seeking on the network. It provides some insight into how academics in Australia perceive the Internet when they use it to search for infor-