Grant, Ian C.; Waite, Kathryn - In: Qualitative Market Research: An International Journal 6 (2003) 1, pp. 48-57
This paper uses the metaphor of the movie classic the Wizard of Oz to represent the online experiences of young adults. Just like the twister that turns Dorothy’s world upside, down the Internet has arrived to transform our black and white lives into the Technicolor hyper‐reality of the Land...