Digital Humanities and Metaphor Theory: Developing New Methods for Analyzing Online Discourse

Abstract

This paper explores the intersection of Digital Humanities (DH) and metaphor theory as a means of developing innovative methodologies for analyzing online discourse. As digital communication takes a central role to contemporary life, understanding the metaphors imbued within digital language and platforms is essential for interpreting how users conceptualize their experiences in online spaces. Grounded in the conceptual metaphor theory (CMT) developed by George Lakoff and Mark Johnson, the study argues that metaphors are not merely stylistic features but cognitive tools that shape digital thought and behavior. Relying on examples from social media, online forums, and digital interfaces, the study examines how metaphors such as “networks,” “sharing,” and “virality” encode specific ideological and cultural meanings. These metaphors influence user interactions, structure narratives of connectivity and participation, and reveal underlying power structures in digital environments. By integrating computational tools with close textual analysis, this research proposes a hybrid DH methodology that bridges qualitative interpretation with large-scale data analysis. Ultimately, the paper contends that metaphor theory offers a critical lens for uncovering the rhetorical and cognitive frameworks that govern online discourse, providing scholars with new strategies to interpret digital culture in both granular and systemic ways.