A Sociolinguistics of 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 Outline

Concepts & Terms ‚ Selection of printing material (paper etc.), selection of

Functions of Text type faces, visual composition of the page (layout, 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, (= bold face, italics, small capitals, underlining, tracking, mixing of type faces, etc.), letter distance (running width and ), distance of words (justiícation), hyphenation, alignment, line distance (); 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 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 , typographic emphasis, ornamentation devices, assembling text and graphics [image] Paratypography: “materials, instruments and techniques of graphic sign-making” ‚ material quality of medium (paper quality) practices of signing [speciíc production technique]

Hartmut Stöckl. ö..ó. Typography: body and dress of a text – a signing mode between language and image. Visual Communication

R¨éé ÿ(ö). ö.ÿ–öwÿ. quot.: öw.. 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 text and graphics [image] Paratypography: “materials, instruments and techniques of graphic sign-making” ‚ material quality of medium (paper quality) practices of signing [speciíc production technique]

Hartmut Stöckl. ö..ó. Typography: body and dress of a text – a signing mode between language and image. Visual Communication

R¨éé ÿ(ö). ö.ÿ–öwÿ. quot.: öw.. 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 text and graphics [image] Paratypography: “materials, instruments and techniques of graphic sign-making” ‚ material quality of medium (paper quality) practices of signing [speciíc production technique]

Hartmut Stöckl. ö..ó. Typography: body and dress of a text – a signing mode between language and image. Visual Communication

R¨éé ÿ(ö). ö.ÿ–öwÿ. quot.: öw.. 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 text and graphics [image] Paratypography: “materials, instruments and techniques of graphic sign-making” ‚ material quality of medium (paper quality) practices of signing [speciíc production technique]

Hartmut Stöckl. ö..ó. Typography: body and dress of a text – a signing mode between language and image. Visual Communication

R¨éé ÿ(ö). ö.ÿ–öwÿ. quot.: öw.. 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 text and graphics [image] Paratypography: “materials, instruments and techniques of graphic sign-making” ‚ material quality of medium (paper quality) practices of signing [speciíc production technique]

Hartmut Stöckl. ö..ó. Typography: body and dress of a text – a signing mode between language and image. Visual Communication

R¨éé ÿ(ö). ö.ÿ–öwÿ. quot.: öw.. 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 text and graphics [image] Paratypography: “materials, instruments and techniques of graphic sign-making” ‚ material quality of medium (paper quality) practices of signing [speciíc production technique]

Hartmut Stöckl. ö..ó. Typography: body and dress of a text – a signing mode between language and image. Visual Communication

R¨éé ÿ(ö). ö.ÿ–öwÿ. quot.: öw.. 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 text and graphics [image] Paratypography: “materials, instruments and techniques of graphic sign-making” ‚ material quality of medium (paper quality) practices of signing [speciíc production technique]

Hartmut Stöckl. ö..ó. Typography: body and dress of a text – a signing mode between language and image. Visual Communication

R¨éé ÿ(ö). ö.ÿ–öwÿ. quot.: öw.. 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 text and graphics [image] Paratypography: “materials, instruments and techniques of graphic sign-making” ‚ material quality of medium (paper quality) practices of signing [speciíc production technique]

Hartmut Stöckl. ö..ó. Typography: body and dress of a text – a signing mode between language and image. Visual Communication

R¨éé ÿ(ö). ö.ÿ–öwÿ. quot.: öw.. Latin Type: vs. Roman

A Sociolinguistics of Typography Jürgen Spitzmüller Blackletter variants: (Some) Roman variants:

Outline Concepts & Terms Textura Humanist Functions of Text Design Modern (Typo)graphic Variation as Social Practice Sans Serif SchwabacherBastarda

w.¨éé

Basic Classiícation/Terminology (selective) A Sociolinguistics Terminology of Typography Latin-Alphabet Script Jürgen Spitzmüller

Outline Blackletter Roman

Concepts & Terms

Functions of Text Fraktur Textura Rotunda Humanist Modern Serif Sans Serif Slab Serif Design

(Typo)graphic Variation as Social Practice Breitkopf- Unger- Garamond Bembo Fraktur Fraktur

Garamond Garamond Garamond Medium Bold Italic

Font/Fount: Material entity as distributed by a type producer () ‚ E. g., computer íle with and metrics of a type family or a type shape ‚ In earlier times: (wooden) box with metal letters ww¨éé Typeface

Basic Classiícation/Terminology (selective) A Sociolinguistics Terminology of Typography Latin-Alphabet Typefaces Script Jürgen Spitzmüller

Type genre Outline Blackletter Roman

Concepts & Terms

Functions of Text Schwabacher Fraktur Textura Rotunda Humanist Modern Serif Sans Serif Slab Serif Design

(Typo)graphic Variation as Social Practice Breitkopf- Unger- Garamond Bembo Fraktur Fraktur

Garamond Garamond Garamond Medium Bold Italic

Font/Fount: Material entity as distributed by a type producer (type foundry) ‚ E. g., computer íle with glyphs and metrics of a type family or a type shape ‚ In earlier times: (wooden) box with metal letters ww¨éé Typeface

Basic Classiícation/Terminology (selective) A Sociolinguistics Terminology of Typography Latin-Alphabet Typefaces Script Jürgen Spitzmüller

Type genre Outline Blackletter Roman

Concepts & Terms

Functions of Text Schwabacher Fraktur Textura Rotunda Humanist Modern Serif Sans Serif Slab Serif Type style Design

(Typo)graphic Variation as Social Practice Breitkopf- Unger- Garamond Bembo Fraktur Fraktur

Garamond Garamond Garamond Medium Bold Italic

Font/Fount: Material entity as distributed by a type producer (type foundry) ‚ E. g., computer íle with glyphs and metrics of a type family or a type shape ‚ In earlier times: (wooden) box with metal letters ww¨éé Typeface

Basic Classiícation/Terminology (selective) A Sociolinguistics Terminology of Typography Latin-Alphabet Typefaces Script Jürgen Spitzmüller

Type genre Outline Blackletter Roman

Concepts & Terms

Functions of Text Schwabacher Fraktur Textura Rotunda Humanist Modern Serif Sans Serif Slab Serif Type style Design

(Typo)graphic Variation as Social Practice Breitkopf- Unger- Garamond Bembo Type family Fraktur Fraktur

Garamond Garamond Garamond Medium Bold Italic

Font/Fount: Material entity as distributed by a type producer (type foundry) ‚ E. g., computer íle with glyphs and metrics of a type family or a type shape ‚ In earlier times: (wooden) box with metal letters ww¨éé Typeface

Basic Classiícation/Terminology (selective) A Sociolinguistics Terminology of Typography Latin-Alphabet Typefaces Script Jürgen Spitzmüller

Type genre Outline Blackletter Roman

Concepts & Terms

Functions of Text Schwabacher Fraktur Textura Rotunda Humanist Modern Serif Sans Serif Slab Serif Type style Design

(Typo)graphic Variation as Social Practice Breitkopf- Unger- Garamond Bembo Type family Fraktur Fraktur

Garamond Garamond Garamond Medium Bold shape

Font/Fount: Material entity as distributed by a type producer (type foundry) ‚ E. g., computer íle with glyphs and metrics of a type family or a type shape ‚ In earlier times: (wooden) box with metal letters ww¨éé Basic Classiícation/Terminology (selective) A Sociolinguistics Terminology of Typography Latin-Alphabet Typefaces Script Jürgen Spitzmüller

Type genre Outline Blackletter Roman

Concepts & Terms

Functions of Text Schwabacher Fraktur Textura Rotunda Humanist Modern Serif Sans Serif Slab Serif Type style Design

(Typo)graphic Variation as Social Practice Breitkopf- Unger- Garamond Bembo Type family Fraktur Fraktur

Typeface Garamond Garamond Garamond Medium Bold Italic Type shape

Font/Fount: Material entity as distributed by a type producer (type foundry) ‚ E. g., computer íle with glyphs and metrics of a type family or a type shape ‚ In earlier times: (wooden) box with metal letters ww¨éé Basic Classiícation/Terminology (selective) A Sociolinguistics Terminology of Typography Latin-Alphabet Typefaces Script Jürgen Spitzmüller

Type genre Outline Blackletter Roman

Concepts & Terms

Functions of Text Schwabacher Fraktur Textura Rotunda Humanist Modern Serif Sans Serif Slab Serif Type style Design

(Typo)graphic Variation as Social Practice Breitkopf- Unger- Garamond Bembo Type family Fraktur Fraktur

Typeface Garamond Garamond Garamond Medium Bold Italic Type shape

Font/Fount: Material entity as distributed by a type producer (type foundry) ‚ E. g., computer íle with glyphs and metrics of a type family or a type shape ‚ In earlier times: (wooden) box with metal letters ww¨éé Figure Ï: Metal Font

Font/Fount

A Sociolinguistics Fo[u]nt: Material entity as distributed by a type producer (type foundry) of Typography ‚ E. g., computer íle with glyphs and metrics of a type family or a Jürgen Spitzmüller type shape ‚ In earlier times: (wooden) box with metal letters Outline

Concepts & Terms

Functions of Text Design

(Typo)graphic Variation as Social Practice

Figure Å: Digital Font wö¨éé Font/Fount

A Sociolinguistics Fo[u]nt: Material entity as distributed by a type producer (type foundry) of Typography ‚ E. g., computer íle with glyphs and metrics of a type family or a Jürgen Spitzmüller type shape ‚ In earlier times: (wooden) box with metal letters Outline

Concepts & Terms

Functions of Text Design

(Typo)graphic Variation as Social Practice

Figure Å: Digital Font Figure Ï: Metal Font wö¨éé (Document) Design

A Sociolinguistics of Typography Jürgen Spitzmüller “Document design is the act of bringing together prose, Outline graphics, illustration, photography and typography for Concepts & Terms purposes of instruction, information, or persuasion.” Functions of Text Design Karen A. Schriver. wRRÅ. Dynamics in document design:Creating texts (Typo)graphic for readers.New York et al.: Wiley. w.. Variation as Social Practice “Designs are (uses of) semiotic resources, in all semiotic modes and combinations of semiotic modes.”

Gunther Kress & Theo van Leeuwen. ö..w. Multimodal discourse: The modes and media of contemporary communication. London: Hodder Education. ó.

wé¨éé (Document) Design

A Sociolinguistics of Typography Jürgen Spitzmüller “Document design is the act of bringing together prose, Outline graphics, illustration, photography and typography for Concepts & Terms purposes of instruction, information, or persuasion.” Functions of Text Design Karen A. Schriver. wRRÅ. Dynamics in document design:Creating texts (Typo)graphic for readers.New York et al.: Wiley. w.. Variation as Social Practice “Designs are (uses of) semiotic resources, in all semiotic modes and combinations of semiotic modes.”

Gunther Kress & Theo van Leeuwen. ö..w. Multimodal discourse: The modes and media of contemporary communication. London: Hodder Education. ó.

wé¨éé Social Semiotics

A Sociolinguistics of Typography Jürgen Spitzmüller

Outline

Concepts & Terms

Functions of Text Design

(Typo)graphic Variation as Social Practice

Gunther Kress (wRÿ.–ö.wR) Theo van Leeuwen (*wRÿÅ)

wÿ¨éé Modes and Multimodality

A Sociolinguistics of Typography Jürgen Spitzmüller “We have deíned multimodality as the use of several semiotic modes in the design of a semiotic product or event, together Outline with the particular way in which these modes are combined Concepts & Terms [...].” Functions of Text Design Gunther Kress & Theo van Leeuwen. ö..w. Multimodal discourse: The (Typo)graphic Variation as modes and media of contemporary communication. London: Hodder Social Practice Education. ö.. “Modes are semiotic resources which allow the simultaneous realisation of discourses and types of (inter)action.”

Gunther Kress & Theo van Leeuwen. ö..w. Multimodal discourse: The modes and media of contemporary communication. London: Hodder Education. öw.

wó¨éé Modes and Multimodality

A Sociolinguistics of Typography Jürgen Spitzmüller “We have deíned multimodality as the use of several semiotic modes in the design of a semiotic product or event, together Outline with the particular way in which these modes are combined Concepts & Terms [...].” Functions of Text Design Gunther Kress & Theo van Leeuwen. ö..w. Multimodal discourse: The (Typo)graphic Variation as modes and media of contemporary communication. London: Hodder Social Practice Education. ö.. “Modes are semiotic resources which allow the simultaneous realisation of discourses and types of (inter)action.”

Gunther Kress & Theo van Leeuwen. ö..w. Multimodal discourse: The modes and media of contemporary communication. London: Hodder Education. öw.

wó¨éé Multimodality

A Sociolinguistics of Typography Jürgen Spitzmüller “All texts are multimodal. Language always has to be realized through, and comes in the company of, other semiotic

Outline modes. When we speak, we articulate our message not just

Concepts & Terms with words, but through a complex interplay of

Functions of Text speech-sound, of rhythm, of intonation; accompanied by Design facial expression, gesture and posture. When we write, our (Typo)graphic Variation as message is expressed not only linguistically, but also through Social Practice a visual arrangement of marks on a page. Any form of text analysis which ignores this will not be able to account for all the meanings expressed in texts.”

Gunther Kress & Theo van Leeuwen. wRRÏ. Front pages: (the critical) analysis of newspaper layout. In Allan Bell & Peter Garret (eds.), Approaches to media discourse, wÏÏ–öwR. Oxford: Blackwell. quot.: wÏÏ.

wϨéé Main Functions of Text Design

A Sociolinguistics of Typography Jürgen Spitzmüller

Outline

Concepts & Terms

Functions of Text w. Text organization: How are texts structured and readers Design are guided by means of graphic design? (Typo)graphic Variation as ö. Text styling: How does graphic design in÷uence to the Social Practice interpretation of texts?

wŨéé Text Organization

A Sociolinguistics of Typography Questions: Jürgen Spitzmüller ‚ How do speciíc typographic elements help to organize a text (e. g., emphasis, selection of type faces, page Outline layout, combination of text and image, footnotes, Concepts & Terms headings, alignments)? Functions of Text Design ‚ How does graphic design in÷uence the ‘’ of (Typo)graphic Variation as texts? Social Practice Fields of Research: ‚ textual comprehensibility research, text linguistics, media linguistics

Cf. Jürgen Spitzmüller. ö.wÅ. Schematizing information: The macrotypographic framing of text. In Colleen Cotter & Daniel Perrin (eds.), The Routledge handbook of language and media, ÿÅó–ÿÏÏ. London & New York: Routledge.

wϨéé Text Organization:Dictionaries

A Sociolinguistics of Typography Jürgen Spitzmüller

Outline

Concepts & Terms

Functions of Text Design

(Typo)graphic Variation as Social Practice

Figure R: Orthographic Dictionary of German (Duden)

wR¨éé Text Organization

A Sociolinguistics of Typography Questions: Jürgen Spitzmüller ‚ How do speciíc typographic elements help to organize a text (e. g., emphasis, selection of type faces, page Outline layout, combination of text and image, footnotes, Concepts & Terms headings, paragraph alignments)? Functions of Text Design ‚ How does graphic design in÷uence the ‘readability’ of (Typo)graphic Variation as texts? Social Practice Fields of Research: ‚ textual comprehensibility research, text linguistics, media linguistics

Cf. Jürgen Spitzmüller. ö.wÅ. Schematizing information: The macrotypographic framing of text. In Colleen Cotter & Daniel Perrin (eds.), The Routledge handbook of language and media, ÿÅó–ÿÏÏ. London & New York: Routledge.

ö.¨éé Stylistic Functions Questions: A Sociolinguistics of Typography ‚ How does text design frame/in÷uence interpretation? Jürgen Spitzmüller ‚ To which degree does design evoke genre expectations? ‚ To which degree do graphical elements signal group Outline membership? Concepts & Terms ‚ Which emotions and appeals are evoked by design Functions of Text Design elements? (Typo)graphic Fields of Research: Variation as Social Practice ‚ Linguistic stylistics, social semiotics, linguistic research in advertising ‚ Language historiography (esp. Historical Sociolinguistics)

Cf. Jürgen Spitzmüller. ö.wöa. Floating ideologies: Metamorphoses of graphic “Germanness”. In Alexandra Jaée, Jannis Androutsopoulos, Mark Sebba & Sally Johnson (eds.), Orthography as social action: Scripts, spelling, identity and power (Language and Social Processes é), öóó–öÏÏ. Berlin &Boston: De

öw¨éé Gruyter Mouton. Genre Expectations

A Sociolinguistics of Typography Jürgen Spitzmüller

Outline

Concepts & Terms

Functions of Text Design

(Typo)graphic Variation as Social Practice

Figure w.:

öö¨éé Genre Expectations

A Sociolinguistics of Typography Jürgen Spitzmüller

Outline

Concepts & Terms

Functions of Text Design

(Typo)graphic Variation as Social Practice

Figure w.: Obituary

öö¨éé Genre Expectations

A Sociolinguistics of Typography Jürgen Spitzmüller

Outline

Concepts & Terms

Functions of Text Design

(Typo)graphic Variation as Social Practice

Figure w.: Obituary?

öö¨éé Genre Expectations In Liebe geboren. A Sociolinguistics of Typography In Liebe gelebt. Jürgen Spitzmüller In Geld gestorben. Fußball. * öÿ. Oktober wÏóÅ Outline † öÏ. Februar ö.wÏ Concepts & Terms Deine Kraft brachte uns Reichtum. Functions of Text Design Wir verkauften Dich.

(Typo)graphic Dich tragen wir zu Grabe. Variation as Social Practice Salman bin Ibrahim AI Chalifa + Giovanni Infantino Jack Warner und Sepp Blatter mit Jeérey Webb, José Maria Marin und allen Angehörigen, Freunden und Gönnern Ï.ÿÿ Zürich,FIFA-Strasse ö. Unser besonderer Dank gilt allen Bankangestellten der Cayman Islands, Adidas,Coca-Cola und den Fernsehanstalten weltweit. Die Beisetzung índet im Zimmer des Hinterzimmers statt. Von Verträgen bitten wir Abstand zu nehmen. öé¨éé Stylistic Functions Questions: A Sociolinguistics of Typography ‚ How does text design frame/in÷uence interpretation? Jürgen Spitzmüller ‚ To which degree does design evoke genre expectations? ‚ To which degree do graphical elements signal group Outline membership? Concepts & Terms ‚ Which emotions and appeals are evoked by design Functions of Text Design elements? (Typo)graphic Fields of Research: Variation as Social Practice ‚ Linguistic stylistics, social semiotics, linguistic research in advertising ‚ Language historiography (esp. Historical Sociolinguistics)

Cf. Jürgen Spitzmüller. ö.wöa. Floating ideologies: Metamorphoses of graphic “Germanness”. In Alexandra Jaée, Jannis Androutsopoulos, Mark Sebba & Sally Johnson (eds.), Orthography as social action: Scripts, spelling, identity and power (Language and Social Processes é), öóó–öÏÏ. Berlin &Boston: De

öÿ¨éé Gruyter Mouton. Stylistic Functions Questions: A Sociolinguistics of Typography ‚ How does text design frame/in÷uence interpretation? Jürgen Spitzmüller ‚ To which degree does design evoke genre expectations? ‚ To which degree do graphical elements signal group Outline membership? Concepts & Terms ‚ Which emotions and appeals are evoked by design Functions of Text Design elements? (Typo)graphic Fields of Research: Variation as Social Practice ‚ Linguistic stylistics, social semiotics, linguistic research in advertising ‚ Language historiography (esp. Historical Sociolinguistics)

Cf. Jürgen Spitzmüller. ö.wöa. Floating ideologies: Metamorphoses of graphic “Germanness”. In Alexandra Jaée, Jannis Androutsopoulos, Mark Sebba & Sally Johnson (eds.), Orthography as social action: Scripts, spelling, identity and power (Language and Social Processes é), öóó–öÏÏ. Berlin &Boston: De

öÿ¨éé Gruyter Mouton. Style and “Social Visibility”

A Sociolinguistics of Typography Jürgen Spitzmüller

Outline Concepts & Terms “Style is a means to increase social visibility.” Functions of Text Design Aleida Assmann. wRÏÏ. ‘Opting in’ und ‘opting out’: Konformität und (Typo)graphic Individualität in den poetologischen Debatten der englischen Variation as Social Practice Aufklärung. In Hans Ulrich Gumbrecht (ed.), Stil: Geschichten und Funktionen eines kulturwissenschaftlichen Diskurselements (stw Ïéé), wöÅ–wÿé. Frankfurt a. M.: Suhrkamp. quot.: wöÅ, my translation.

öó¨éé Social Signiícance of Variation

A Sociolinguistics of Typography Jürgen Spitzmüller “In general, we can say that every diéerence in language can Outline be turned into diéerence in social value [...].” Concepts & Terms Functions of Text Jan Blommaert. ö..ó. Discourse: A critical introduction. (Key Topics in Design Sociolinguistics). Cambridge: Cambridge University Press. ÏR. (Typo)graphic Variation as “[...] there are in fact many points within writing systems Social Practice where variation can occur, and where there is variation, there is in practice always social meaning.”

Mark Sebba. ö..R. Sociolinguistic approaches to writing systems research. Writing Systems Research w(w). éó–ÿR. quot.: éR.

öϨéé Social Signiícance of Variation

A Sociolinguistics of Typography Jürgen Spitzmüller “In general, we can say that every diéerence in language can Outline be turned into diéerence in social value [...].” Concepts & Terms Functions of Text Jan Blommaert. ö..ó. Discourse: A critical introduction. (Key Topics in Design Sociolinguistics). Cambridge: Cambridge University Press. ÏR. (Typo)graphic Variation as “[...] there are in fact many points within writing systems Social Practice where variation can occur, and where there is variation, there is in practice always social meaning.”

Mark Sebba. ö..R. Sociolinguistic approaches to writing systems research. Writing Systems Research w(w). éó–ÿR. quot.: éR.

öϨéé A Sociolinguistics of Typography Jürgen Spitzmüller

Outline

Concepts & Terms

Functions of Text Design

(Typo)graphic Variation as Social Practice

Figure ww: Black Letter as Stigma I

öŨéé A Sociolinguistics of Typography Jürgen Spitzmüller

Outline

Concepts & Terms

Functions of Text Design

(Typo)graphic Variation as Social Practice

Figure wö: Pop-Cultural Scenes

öϨéé A Sociolinguistics of Typography Jürgen Spitzmüller

Outline

Concepts & Terms

Functions of Text Design

(Typo)graphic Variation as Social Practice

https://www.comicsanscriminal.com <éw/w./ö.wR>

öR¨éé A Sociolinguistics of Typography Jürgen Spitzmüller

Outline

Concepts & Terms

Functions of Text Design

(Typo)graphic Variation as Social Practice

https://www.comicsanscriminal.com <éw/w./ö.wR>

é.¨éé Social Meaning of Microtypography

A Sociolinguistics of Typography Jürgen Spitzmüller

Outline “I received a letter from a representative of the [German]

Concepts & Terms designer association inviting me to join a committee.

Functions of Text The letter had been set in w. Avant Garde, justiíed, Design very long lines, huge white space between words, no leading. (Typo)graphic Variation as I rejected immediately.” Social Practice Hans Peter Willberg &Friedrich Forssman. ö..w [wRRR]. Erste Hilfe in Typographie: Ratgeber für Gestaltung mit Schrift. érd edn. Mainz: Hermann Schmidt Verlag. [Orig. Mainz: Hermann Schmidt Verlag]. ÅÏ, my translation.

éw¨éé Knowledge

A Sociolinguistics of Typography Jürgen Spitzmüller

“[...] the use of the word knowledge (savoir) [...] refers to all Outline procedures and all eéects of knowledge [better translation: Concepts & Terms understanding; J. S.] (connaissance) that are acceptable at a Functions of Text Design given point in time and in a speciíc domain.” (Typo)graphic Variation as Michel Foucault. wRRÅ [wRR.]. What is critique? Transl. by Social Practice Lysa Hochroth & Catherine Porter. With an intro. by John Rajchmann. In Sylvère Lotringer (ed.), The politics of truth, ÿw–Ïö. Los Angeles: Semiotext(e). [Fr. orig. Qu’est-ce que la critique? (Critique et Aufklärung). In Bulletin de la Société française de Philosophie Ïÿ/ö (wRR.), éó–Ïé]. quot.: Ï..

éö¨éé Graphic Knowledge

A Sociolinguistics of Typography Jürgen Spitzmüller

Outline “Sets of beliefs concerning the use and ‘meaning’ of graphic

Concepts & Terms elements which are held to be ‘given’ – or are ‘acceptable’

Functions of Text Foucault (wRRÅ [wRR.]: Ï.) – by a speciíc social group (at a Design speciíc point in time) under speciíc communicative (Typo)graphic Variation as conditions.” Social Practice Jürgen Spitzmüller. ö.wé. Graphische Variation als soziale Praxis:Eine soziolinguistische Theorie skripturaler ‘Sichtbarkeit’. (Linguistik – Impulse & Tendenzen óÏ). Berlin &Boston: De Gruyter. [= Habilitation thesis, University of Zurich ö.wö]. ö.é, my translation.

éé¨éé Figure Credits

A Sociolinguistics of Typography Fig. w: Hand composition in a US-American state press. Jürgen Spitzmüller http://www.typograíe.info/é/wiki.html/b/bleisatz-réö/ <öÏ/w./ö.wÅ> Fig. ö: Printing plate. https://de.wikipedia.org/wiki/Datei:ö..R-.ÿ-wÏ-noerdlingen-rr-.ó.jpg Figures <öÏ/w./ö.wÅ> References Fig. é: Manual jobbing press, wÏww. https://commons.wikimedia.org/wiki/File:Handtiegelpresse_von_wÏww.jpg <öÏ/w./ö.wÅ> Fig. ÿ: Letters and Clichés <öÏ/w./ö.wÅ>: w. Single letter. http://www.pages.drexel.edu/~aclóö/Ïóö/printing.html (rotated) ö. Multi-graph letter ( <í>). http://www.fontblog.de/wp-content/ uploads/ö.wö/w./Garamond_type_í-ligature_ö.jpeg é. Linotype hot metal line. https://commons.wikimedia.org/wiki/File: Linotype_Gusszeile_-_Type_Slug.jpg (cropped) ÿ. Book print cliché. https://de.wikipedia.org/wiki/Datei:Klischees.jpg (cropped) Fig. ó: Xylography (printing plate, Southern Germany wÿÅ.–Åó). https://commons.wikimedia.org/wiki/File: Woodcut_Saint_Sebastian_woodblock_BM.jpg <öÏ/w./ö.wÅ>

Appendix (éÿ) Figure Credits (cont.)

Fig. Ï: Lithography (Printing plate for champagne label). A Sociolinguistics of Typography https://www.picclickimg.com/d/lÿ../pict/wÏöÏÏ.ÅéÏöÿw_ /antike-Druckplatte-Hoehl-Sekt-Lithographiestein-Steinplatte-Lithostein.jpg Jürgen Spitzmüller <öÏ/w./ö.wÅ> Fig. Å: Font (Digital). https://www.linotype.com/wé.ÏÏÏÏ/helvetica-family.html Figures <é./w./ö.wR>

References Fig. Ï: Font (Metal). https://www.amazon.com/ Pryor-TPFHw..-Interchangeable-Complete-Holder/dp/B.wROKLÿRY <é./w./ö.wR> Fig. R: Orthographic Dictionary Duden Deutsche Rechtschreibung. öÿth edn. ö..Ï. http://fmtypograíe.de/bi_dudenw-éóÏRw.html <öÏ/w./ö.wÅ> Fig. w.: Obituary? https://schottischefurcheblog.wordpress.com/ö.wÏ/.ÿ/.Ï/r-i-p-fussball/ <öÏ/w./ö.wÅ> Fig. ww: Black letter as stigma I w. Herde – Hirte – Vater – Land. Zurich main station, December ö..Å. ö. Fremdenhass muss aufhören. Banner of the Social Democratic Party Schorndorf, October ö..Ï. http://www.spd-schorndorf.de/index.php?nr=wööÏÏ é. Mode, die wir nie mehr sehen wollen! Flyer announcing the “Nacht gegen das Vergessen” (night against oblivion) on occasion of the Å.th anniversary of the national socialist pogrom in November wRéÏ, Zentrum David Zurich, October ö..Ï. Appendix (éó) Figure Credits (cont.)

A Sociolinguistics of Typography ÿ. Rechtsextremismus erkennen. Borchert et al. ö..ö (book cover). Jürgen Spitzmüller ó. Vorgestern ist vorbei. Poster of the Communist Youth Austria against a meeting of fraternity students in Linz, September ö..Å. http://www.kjoe.at/article.php?story=ö..Å.Rww.RéRÿÿÏRó Figures Ï. St. Pauli Fans gegen Rechts (sticker of German football fans against References right-wing fans). http://www.÷ickr.com/photos/ÅÏRwéÅÿ@N.Å/wwéÅéÿÅéRÅ/ Fig. wö: Pop-cultural scenes w. Swiss Punk. http://www.swisspunk.ch/welcome.é...html ö. Monsters of Punk. Flyer,Freiburg i. Br.,April ö..Å. é. Steini Online. http://www.steinionline.de/indexö.html ÿ. Walísch. Flyer,Freiburg i. Br.,April ö..Å. ó. Ethnoparty. Flyer, Zürich, November ö..Å. Ï. We Call it Techno. Flyer. http://www.derparty÷yer.de/NEUFlyerArchiv/ Divers/.Ï.R.é-WecallitTechno.jpg Å. Akiyume. Flyer. http://www.j-party.de/bilder/akiyume.gif Ï. J-Party.de. http://www.j-party.de/index.php R. Digital Nippon. http://www.digital-nippon.de <.ö/.é/ö..Å> w.. Russendisko. Flyer,Freiburg i. Br.,April ö..Å.

Appendix (éÏ) References

A Sociolinguistics of Typography ‚ Androutsopoulos, Jannis. ö..ÿ. Typography as a resource of media style: Jürgen Spitzmüller Cases from music youth culture. In Klimis Mastoridis (ed.), Proceedings of the wst international conference on typography and visual communication, éÏw–éRö. Thessaloniki: University of Macedonia Press. Figures ‚ Assmann,Aleida. wRÏÏ. ‘Opting in’ und ‘opting out’: Konformität und In- References dividualität in den poetologischen Debatten der englischen Aufklärung. In Hans Ulrich Gumbrecht (ed.), Stil: Geschichten und Funktionen eines kulturwissenschaftlichen Diskurselements (stw Ïéé), wöÅ–wÿé. Frankfurt a. M.: Suhrkamp. ‚ Blommaert, Jan. ö..ó. Discourse: A critical introduction. (Key Topics in Sociolinguistics). Cambridge: Cambridge University Press. ‚ Foucault, Michel. wRRÅ [wRR.]. What is critique? Transl. by Lysa Hochroth & Catherine Porter. With an intro. by John Rajchmann. In Sylvère Lotringer (ed.), The politics of truth, ÿw–Ïö. Los Angeles: Semiotext(e). [Fr. orig. Qu’est-ce que la critique?(Critique et Aufklärung). In Bulletin de la Société française de Philosophie Ïÿ/ö (wRR.), éó–Ïé]. ‚ Kress, Gunther & Theo van Leeuwen. wRRÏ. Front pages: (the critical) anal- ysis of newspaper layout. In Allan Bell & Peter Garret (eds.), Approaches to media discourse, wÏÏ–öwR. Oxford: Blackwell.

Appendix (éÅ) References (cont.)

A Sociolinguistics of Typography ‚ Kress, Gunther & Theo van Leeuwen. ö..w. Multimodal discourse: The Jürgen Spitzmüller modes and media of contemporary communication. London: Hodder Education. ‚ Lillis, Theresa. ö.wé. The sociolinguistics of writing.(Edinburgh Sociolin- Figures guistics). Edinburgh: Edinburgh University Press. References ‚ Schriver, Karen A. wRRÅ. Dynamics in document design:Creating texts for readers.New York et al.: Wiley. ‚ Sebba, Mark. ö..Å. Spelling and society: The culture and politics of orthog- raphy around the world. Cambridge: Cambridge University Press. ‚ Sebba, Mark. ö..R. Sociolinguistic approaches to writing systems re- search. Writing Systems Research w(w). éó–ÿR. ‚ Spitzmüller, Jürgen. ö..Å. Graphisches Crossing:Eine soziolinguistische Analyse graphostilistischer Variation. Zeitschrift für Germanistische Linguistik éó(é): Schrift – Text –Bild. éRÅ–ÿwÏ. ‚ Spitzmüller, Jürgen. ö.wöa. Floating ideologies: Metamorphoses of graphic “Germanness”. In Alexandra Jaée, Jannis Androutsopoulos, Mark Sebba & Sally Johnson (eds.), Orthography as social action: Scripts, spelling, identity and power (Language and Social Processes é), öóó–öÏÏ. Berlin &Boston: De Gruyter Mouton.

Appendix (éÏ) References (cont.)

A Sociolinguistics ‚ Spitzmüller, Jürgen. ö.wöb [ö..Ï]. Typographie. In Dürscheid, Christa: of Typography Einführung in die Schriftlinguistik: Mit einem Kapitel zur Typographie von Jürgen Spitzmüller Jürgen Spitzmüller, ÿth, rev. and upd. edn. (UTB éÅÿ.), ö.Å–öéÏ. Göttingen: Vandenhoeck & Ruprecht. [Orig. in:Christa Dürscheid. Einführung in

Figures die Schriftlinguistik. Erweitert um ein Kapitel zur Typographie von Jürgen Spitzmüller (Studienbücher zur Linguistik Ï), ö.Å–öéÏ. érd, rev. and comp. References edn. Göttingen: Vandenhoeck & Ruprecht]. ‚ Spitzmüller, Jürgen. ö.wé. Graphische Variation als soziale Praxis:Eine soziolinguistische Theorie skripturaler ‘Sichtbarkeit’. (Linguistik – Impulse & Tendenzen óÏ). Berlin &Boston: De Gruyter. [= Habilitation thesis, University of Zurich ö.wö]. ‚ Spitzmüller, Jürgen. ö.wÅ. Schematizing information: The macrotypo- graphic framing of text. In Colleen Cotter & Daniel Perrin (eds.), The Routledge handbook of language and media, ÿÅó–ÿÏÏ. London & New York: Routledge. ‚ Stöckl, Hartmut. ö..ó. Typography: body and dress of a text – a signing mode between language and image. Visual Communication ÿ(ö). ö.ÿ–öwÿ. ‚ Willberg, Hans Peter &Friedrich Forssman. ö..w [wRRR]. Erste Hilfe in Typographie: Ratgeber für Gestaltung mit Schrift. érd edn. Mainz: Hermann Schmidt Verlag. [Orig. Mainz: Hermann Schmidt Verlag].

Appendix (éR) Impressum und Kontakt

A Sociolinguistics of Typography Jürgen Spitzmüller

© Jürgen Spitzmüller Figures

References £ [email protected] ƒ http://www.spitzmueller.org . https://univie.academia.edu/JuergenSpitzmueller

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Appendix (ÿ.)