Arthur C. Clarke once wrote that "any sufficiently advanced technology is indistinguish able from magic. " The language of magic is evident in much of popular discourse about computers. A content analysis of Time magazine reporting on computers and related technologies over a ten-year period revealed that 36 percent of all these stories used explicitly magical or religious language. Together with a qualitative analysis of implic itly magical themes, the patterns in Time's reporting reveal how magic language was used as (...) one strategy to stabilize and close the technological frame of personal computers in the mid-1980s. (shrink)