A metaphor is a trope, or a figure of speech, that directly refers to one thing by mentioning features of another one; an object, or an idea, is viewed as a metaphor which offers people new ways of examining ideas and viewing the world.
ELLA stands for "Ethnographic Linguistic Landscape Analysis", and 2.0 points to the fact that offline signs are followed through to their online dimensions. ELLA 2.0 is, thus, online-offline Ethnographic Linguistic Landscape Analysis.
Social phenomena that looks very outspokenly "offline", such as graffiti, can no longer be understood without looking at the online infrastructures supporting them.