In this study, we had consumers select images they felt best
reflected their own Internet experiences. Analysis of the visual
metaphors, both in these images and in the narratives consumers
constructed, revealed how people give shape and form to their
Internet experiences. This analysis allows us to assess the many
meanings the Internet holds for consumers. Our discussion
proceeds from the perceived patterns of images to the verbal
meanings they convey. We focus on the role played by
perceptual processes in the selection and use of images to
create personal narratives about the Internet using metaphors.