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This article examines how non-profits in New Zealand (NZ) are using metaphoric language around their deployment of digital media channels. Since its inception, digital information technology has been explained in terms of transport metaphors such as information superhighway and digital traffic. These metaphors have become largely invisible. A combination of empirical and interpretative analyses was deployed to examine the metaphorical framework at work in NPO discussions of their digital media engagements. The analysis uncovered rhetoric that valued movement over destination, de-emphasized the stakeholder perspective and narrowly restricted the power to contribute to organizational meaning.<\/jats:p>","DOI":"10.1177\/1461444818806496","type":"journal-article","created":{"date-parts":[[2018,10,25]],"date-time":"2018-10-25T05:33:55Z","timestamp":1540445635000},"page":"750-769","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":6,"title":["Transported: New Zealand non-profit organizations, digital platforms and the limitations of metaphor"],"prefix":"10.1177","volume":"21","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-0612-3795","authenticated-orcid":false,"given":"F Elizabeth","family":"Gray","sequence":"first","affiliation":[{"name":"Massey University, New Zealand"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Kane","family":"Hopkins","sequence":"additional","affiliation":[{"name":"Auckland Transport, New Zealand"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"179","published-online":{"date-parts":[[2018,10,25]]},"reference":[{"key":"bibr1-1461444818806496","doi-asserted-by":"publisher","DOI":"10.5040\/9781350933996"},{"key":"bibr2-1461444818806496","doi-asserted-by":"publisher","DOI":"10.1177\/0021886390262011"},{"key":"bibr3-1461444818806496","doi-asserted-by":"publisher","DOI":"10.1017\/CBO9781139173865.004"},{"key":"bibr4-1461444818806496","doi-asserted-by":"publisher","DOI":"10.1177\/1461444816643788"},{"key":"bibr5-1461444818806496","volume-title":"Language and Social Power","author":"Bourdieu P","year":"1991"},{"key":"bibr6-1461444818806496","doi-asserted-by":"publisher","DOI":"10.1016\/j.pubrev.2010.12.006"},{"key":"bibr7-1461444818806496","first-page":"57","volume-title":"Organisation Development: Metaphorical Exploration","author":"Broussine M","year":"1996"},{"key":"bibr8-1461444818806496","doi-asserted-by":"publisher","DOI":"10.1177\/1059601192173005"},{"key":"bibr9-1461444818806496","doi-asserted-by":"publisher","DOI":"10.1111\/puar.12261"},{"key":"bibr10-1461444818806496","first-page":"127","volume-title":"Metaphor and Organizations","author":"Chia R","year":"1996"},{"key":"bibr11-1461444818806496","volume-title":"Security Metaphors: Cold War Discourse from Containment to Common House","author":"Chilton P","year":"1996"},{"key":"bibr12-1461444818806496","doi-asserted-by":"publisher","DOI":"10.1016\/j.pubrev.2009.10.003"},{"key":"bibr13-1461444818806496","doi-asserted-by":"publisher","DOI":"10.1080\/14759551.2011.622896"},{"key":"bibr14-1461444818806496","doi-asserted-by":"publisher","DOI":"10.1177\/1461444809342738"},{"key":"bibr15-1461444818806496","doi-asserted-by":"publisher","DOI":"10.1080\/22041451.2015.1095150"},{"key":"bibr16-1461444818806496","doi-asserted-by":"publisher","DOI":"10.1177\/0899764012471585"},{"key":"bibr17-1461444818806496","volume-title":"The Irony of Regulatory Reform: The Deregulation of American Telecommunications","author":"Horwitz R","year":"1989"},{"key":"bibr18-1461444818806496","doi-asserted-by":"publisher","DOI":"10.1145\/2702123.2702557"},{"key":"bibr19-1461444818806496","doi-asserted-by":"publisher","DOI":"10.1177\/1350508402009002908"},{"key":"bibr20-1461444818806496","doi-asserted-by":"publisher","DOI":"10.1177\/0021886305284895"},{"key":"bibr21-1461444818806496","doi-asserted-by":"publisher","DOI":"10.2202\/1944-2866.1098"},{"key":"bibr22-1461444818806496","doi-asserted-by":"publisher","DOI":"10.1080\/00909888109360284"},{"key":"bibr23-1461444818806496","volume-title":"Metaphors We Live by","author":"Lakoff G","year":"1980"},{"key":"bibr24-1461444818806496","doi-asserted-by":"publisher","DOI":"10.1080\/10495142.2012.652908"},{"key":"bibr25-1461444818806496","doi-asserted-by":"publisher","DOI":"10.1111\/j.1083-6101.2012.01576.x"},{"key":"bibr26-1461444818806496","first-page":"201","volume-title":"Technological Visions: The Hopes and Fears That Shape New Technologies","author":"Lyman P","year":"2004"},{"key":"bibr27-1461444818806496","unstructured":"Millar ME, Abraham A (2006) Towards the development of an integrative governance framework for the third sector: a theoretical review and analysis. 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