yapc_2014_outline.mdk

At the highest level, the talk implements the following structure:
    1. Introduce the basic concepts of conceptual metaphor theory.
    2. Illuminate, by example, the ways in which developers already (unconsciously) employ conceptual metaphor in their daily work.
    3. Offer examples and suggest exercises developers can use to willfully apply associative analysis and metaphor to their future work.


# OUTLINE

# Metaphor
    * Not strictly poetic.



# Metaphor In Detail

## Image Schemas

## Conceptual Blends

## Compression



## Primary Metaphors

    * Highly embodied.
    * Combine image schemas, blends, frames via compression.
    * Form the basis for most (all?) more complex metaphor.

    [TARGET DOMAIN] IS [SOURCE DOMAIN]

    * WARMTH IS AFFECTION
        "He gave me the *cold* shoulder."

    * KNOWING IS SEEING
        "I *see* what you're saying."
        "The documentation is a little *opaque*."
        "She offered a key *insight* *into* the problem."

    * ESSENTIALNESS IS CENTRALITY
        "Get to *the heart of* the matter."
        "But that's *beside* the point."
        "That isn't a *core* module"

    * KNOWLEDGE IS LIGHT (depends on KNOWING IS SEEING)

# Metaphor In Software Development
    * We tend to think exclusively of UI design and iconography
    Complaints about skeumorphorism identify places where

# OAKLEY EXAMPLE
    "Data Mining"