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A Sociolinguistics of Typography Why Graphic Design Matters to Linguistics A Sociolinguistics of Typography Why Graphic Design Matters to Linguistics Univ.-Prof. Dr. Jürgen Spitzmüller Universität Wien ¨ Institut für Sprachwissenschaft Charles University Prague ¨ ó/ww/ö.wR Outline of the Lecture A Sociolinguistics of Typography Jürgen Spitzmüller Outline Concepts & Terms ‚ Terminological basics/deínitions: typography, design, Functions of Text Design multimodality (Typo)graphic ‚ Functions of text design/typography Variation as Social Practice ‚ (Typo-)graphic variation as social practice – examples of sociolinguistic functions ö¨éé Outline of the Lecture A Sociolinguistics of Typography Jürgen Spitzmüller Outline Concepts & Terms ‚ Terminological basics/deínitions: typography, design, Functions of Text Design multimodality (Typo)graphic ‚ Functions of text design/typography Variation as Social Practice ‚ (Typo-)graphic variation as social practice – examples of sociolinguistic functions ö¨éé Outline of the Lecture A Sociolinguistics of Typography Jürgen Spitzmüller Outline Concepts & Terms ‚ Terminological basics/deínitions: typography, design, Functions of Text Design multimodality (Typo)graphic ‚ Functions of text design/typography Variation as Social Practice ‚ (Typo-)graphic variation as social practice – examples of sociolinguistic functions ö¨éé Typography: Deínition A Sociolinguistics of Typography Jürgen Spitzmüller Etymology: Greek τύπος (týpos = ‘letter, sign’) Outline ˆ γράφειν (gráphein = ‘to scratch, to write’) Concepts & Terms Original (strict) meaning: Production of a printed work by Functions of Text Design means of a speciíc technical procedure, namely printing (Typo)graphic press with re-usable, movable (metal) letters. Variation as Social Practice ô Lithography, Xylography, etc. Modern Deínition: “the style and appearance of printed matter” (Oxford English Dictionary) « Including style and appearance of written language on screen. é¨éé The Typographic Techniques A Sociolinguistics of Typography Jürgen Spitzmüller Outline Concepts & Terms Functions of Text Design (Typo)graphic Variation as Social Practice Figure w: Hand Composition Figure ö: Printing Plate ÿ¨éé Figure é: Letter Press The Typographic Techniques A Sociolinguistics of Typography Jürgen Spitzmüller Outline Concepts & Terms Functions of Text Design (Typo)graphic Variation as Social Practice Figure ÿ: Letters and Clichés ó¨éé The Typographic Techniques A Sociolinguistics of Typography Jürgen Spitzmüller Outline Concepts & Terms Functions of Text Design (Typo)graphic Variation as Social Practice Figure ÿ: Letters and Clichés ó¨éé The Typographic Techniques A Sociolinguistics of Typography Jürgen Spitzmüller Outline Concepts & Terms Functions of Text Design (Typo)graphic Variation as Social Practice Figure ÿ: Letters and Clichés ó¨éé The Typographic Techniques A Sociolinguistics of Typography Jürgen Spitzmüller Outline Concepts & Terms Functions of Text Design (Typo)graphic Variation as Social Practice Figure ÿ: Letters and Clichés ó¨éé Lithography Figure Ï: Lithography Other (Traditional) Printing Techniques A Sociolinguistics of Typography Xylography Jürgen Spitzmüller Outline Concepts & Terms Functions of Text Design (Typo)graphic Variation as Social Practice Figure ó: Xylography Ϩéé Other (Traditional) Printing Techniques A Sociolinguistics of Typography Xylography Lithography Jürgen Spitzmüller Outline Concepts & Terms Functions of Text Design (Typo)graphic Variation as Social Practice Figure ó: Xylography Figure Ï: Lithography Ϩéé Typography: Deínition A Sociolinguistics of Typography Jürgen Spitzmüller Etymology: Greek τύπος (týpos = ‘letter, sign’) Outline ˆ γράφειν (gráphein = ‘to scratch, to write’) Concepts & Terms Original (strict) meaning: Production of a printed work by Functions of Text Design means of a speciíc technical procedure, namely printing (Typo)graphic press with re-usable, movable (metal) letters. Variation as Social Practice ô Lithography, Xylography, etc. Modern Deínition: “the style and appearance of printed matter” (Oxford English Dictionary) « Including style and appearance of written language on screen. Ũéé Typography: Deínition A Sociolinguistics of Typography Jürgen Spitzmüller Etymology: Greek τύπος (týpos = ‘letter, sign’) Outline ˆ γράφειν (gráphein = ‘to scratch, to write’) Concepts & Terms Original (strict) meaning: Production of a printed work by Functions of Text Design means of a speciíc technical procedure, namely printing (Typo)graphic press with re-usable, movable (metal) letters. Variation as Social Practice ô Lithography, Xylography, etc. Modern Deínition: “the style and appearance of printed matter” (Oxford English Dictionary) « Including style and appearance of written language on screen. Ũéé Typography: Deínition A Sociolinguistics of Typography Jürgen Spitzmüller Etymology: Greek τύπος (týpos = ‘letter, sign’) Outline ˆ γράφειν (gráphein = ‘to scratch, to write’) Concepts & Terms Original (strict) meaning: Production of a printed work by Functions of Text Design means of a speciíc technical procedure, namely printing (Typo)graphic press with re-usable, movable (metal) letters. Variation as Social Practice ô Lithography, Xylography, etc. Modern Deínition: “the style and appearance of printed matter” (Oxford English Dictionary) « Including style and appearance of written language on screen. Ũéé Typographic Levels Classic Categorization A Sociolinguistics of Typography Jürgen Spitzmüller Macrotypography: Overall design of a printed matter and the composition of letters on the page Outline Concepts & Terms ‚ Selection of printing material (paper etc.), selection of Functions of Text type faces, visual composition of the page (layout, type Design area), setting of type sizes and distances, page breaks, (Typo)graphic Variation as visual layout of the document as a whole. Social Practice Microtypography: Composition and design of script in a line ‚ Composition of letters to words, emphasis (= bold face, italics, small capitals, underlining, tracking, mixing of type faces, etc.), letter distance (running width and kerning), distance of words (justiícation), hyphenation, alignment, line distance (leading); a wide deínition also include design of type faces. Ϩéé Typographic Levels Classic Categorization A Sociolinguistics of Typography Jürgen Spitzmüller Macrotypography: Overall design of a printed matter and the composition of letters on the page Outline Concepts & Terms ‚ Selection of printing material (paper etc.), selection of Functions of Text type faces, visual composition of the page (layout, type Design area), setting of type sizes and distances, page breaks, (Typo)graphic Variation as visual layout of the document as a whole. Social Practice Microtypography: Composition and design of script in a line ‚ Composition of letters to words, emphasis (= bold face, italics, small capitals, underlining, tracking, mixing of type faces, etc.), letter distance (running width and kerning), distance of words (justiícation), hyphenation, alignment, line distance (leading); a wide deínition also include design of type faces. Ϩéé Typographic Levels Classic Categorization A Sociolinguistics of Typography Jürgen Spitzmüller Macrotypography: Overall design of a printed matter and the composition of letters on the page Outline Concepts & Terms ‚ Selection of printing material (paper etc.), selection of Functions of Text type faces, visual composition of the page (layout, type Design area), setting of type sizes and distances, page breaks, (Typo)graphic Variation as visual layout of the document as a whole. Social Practice Microtypography: Composition and design of script in a line ‚ Composition of letters to words, emphasis (= bold face, italics, small capitals, underlining, tracking, mixing of type faces, etc.), letter distance (running width and kerning), distance of words (justiícation), hyphenation, alignment, line distance (leading); a wide deínition also include design of type faces. Ϩéé Typographic Levels Classic Categorization A Sociolinguistics of Typography Jürgen Spitzmüller Macrotypography: Overall design of a printed matter and the composition of letters on the page Outline Concepts & Terms ‚ Selection of printing material (paper etc.), selection of Functions of Text type faces, visual composition of the page (layout, type Design area), setting of type sizes and distances, page breaks, (Typo)graphic Variation as visual layout of the document as a whole. Social Practice Microtypography: Composition and design of script in a line ‚ Composition of letters to words, emphasis (= bold face, italics, small capitals, underlining, tracking, mixing of type faces, etc.), letter distance (running width and kerning), distance of words (justiícation), hyphenation, alignment, line distance (leading); a wide deínition also include design of type faces. Ϩéé Typographic Levels Linguistic Diéerentiation as Proposed by Stöckl (ö..ó) A Sociolinguistics of Typography Microtypography: “the design of fonts and individual graphic signs” Jürgen Spitzmüller ‚ type face, type size, type style, color of type Mesotypography: “the coníguration of graphic signs in lines and text Outline blocks” Concepts & Terms ‚ letter ít, word spacing, line spacing (leading), amount of print Functions of Text on page, alignment of type (type composition,) Design position/direction of lines, mixing of fonts (Typo)graphic Variation as Macrotypography: “the graphic structure of the overall document” Social Practice ‚ indentations and paragraphing, caps and initials, typographic emphasis, ornamentation devices, assembling
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