big data

Sara M. Watson on the Industrial Metaphors of Big Data

Can you fathom the depths of big data? The word fathom is a measurement of depth of the ocean, but it has also come to mean the ability to understand something. Fathom comes from faethm, meaning ‘the two arms outstretched.’ It’s 6 feet or 1.8 meters measurement is based on a standard human scale. The length of rope dropped overboard is handily measured across the span of a sailor’s armspread. The term makes the metaphorical jump to describe concepts that we are able to get our arms around; ideas are things to be grasped. As James Geary describes in his book on metaphor, “This is the primary purpose of metaphor: to carry over existing names or descriptions to things that are either so new that they haven’t been named or so abstract that they cannot be otherwise explained.”

Newer Posts
Older Posts