A Sociolinguistics of Typography Why Graphic Design Matters to Linguistics Univ.-Prof. Dr. Jürgen Spitzmüller Universität Wien ¨ Institut für Sprachwissenschaft Peter the Great St. Petersburg Polytechnic University R/w./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¨ÿR 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¨ÿR 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¨ÿR Sociolinguistics of Cyrillic Writing Recommended Readings A Sociolinguistics of Typography Jürgen Spitzmüller Outline ‚ Daniel Bunčić. ö.wÏ. Biscriptality:A sociolinguistic Concepts & Terms Functions of Text typology.Heidelberg: Winter. Design ‚ Sebastian Kempgen & Vittorio Springíeld Tomelleri (Typo)graphic Variation as (eds.). ö.wR. Slavic alphabets and identities. Vol. wR Social Practice (Bamberger Beiträge zur Linguistik). Bamberg: University of Bamberg Press. https://nbn-resolving.org/html/urn: nbn:de:bvb:ÿÅé-opusÿ-óÿw.Åw (accessed öó September, ö.wR). é¨ÿR 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. ÿ¨ÿR 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 ó¨ÿR 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 ϨÿR 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 ϨÿR 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 ϨÿR 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 ϨÿR 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 ŨÿR 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 ŨÿR 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. ϨÿR 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. ϨÿR 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. ϨÿR 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. R¨ÿR 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. R¨ÿR 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. R¨ÿR 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. R¨ÿR Typographic Levels Linguistic Diéerentiation as Proposed by Stöckl (ö..ó) A Sociolinguistics of Typography Microtypography: “the design of fonts