“…There is, for instance, a vast body of literature about the use of metaphors in writing on the Internet (Bickenbach and Maye, 1997; Mitchell, 2000; van Den Boomen, 2014; Wilken, 2013). Today, scholars analyse the key role of metaphors in media discourses on big data (‘mining’) (Kerssens, 2019; Puschmann and Burgess, 2014) or they discuss the role of metaphors in the conceptualisation of social media (‘network’, ‘platform’) (Gillespie, 2010; Knox et al, 2006; van Den Boomen, 2014). Although discursively topics have been receiving considerable attention in media and communication studies, virtually no research findings are available about the naming practices of media brands in general and those of social media platforms in particular.…”