ABSTRACT The author argues that the application of digital algorithmic structures to analog media may illuminate hidden values and perceptions inherent in the digital technologies themselves. The paper sets out the understanding of metaphor in contemporary cognitive linguistics, in which metaphor is perceived as a conceptual device that creates meaning through cross-domain mapping—that is, partially mapping (projecting) one conceptual domain onto another. While the projected domain is intended to elucidate the target domain, the author argues that metaphor itself is self-reflexive—drawing attention to characteristics of the projected domain.