Portrait of the portal as a metaphor: Explicating Web portals for communication research

Sriram Kalyanaraman, S. Shyam Sundar

Research output: Contribution to journalArticle

13 Scopus citations

Abstract

Web portals are increasing in their presence as well as importance, yet suffer from lack of conceptual clarity. In explicating the concept of "portal" from a number of disciplinary frameworks, this article uncovers five different but inter-related metaphorical conceptions - gateways, billboards, networks, niches, and brands - which, in turn, suggest five dominant features of portal sites - customization, content, control, community, and commerce - for empirical examination as variables in future research on uses and effects of portals.

Original languageEnglish (US)
Pages (from-to)239-256
Number of pages18
JournalJournalism and Mass Communication Quarterly
Volume85
Issue number2
DOIs
StatePublished - Jan 1 2008

All Science Journal Classification (ASJC) codes

  • Communication

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