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Visual Communication, Vol. 4, No. 2, 204-214 (2005)
DOI: 10.1177/1470357205053403

Typography: body and dress of a text - a signing mode between language and image

Hartmut Stöckl

Institut für Medienkommunikation und Interkulturelle Kommunikation Angewandte Sprachwissenschaft, Philosophische Fakultät, Technische Universität Chemnitz, Thüringer Weg 11, 09107 Chemnitz, Germany hartmut.stoeckl{at}phil.tu-chemnitz.de

This study demonstrates how semiotic theories can be used to understand typography. Starting from the assumption that typography represents a mode/code in its own right, which interacts with all other textual signing modes, the article outlines a typographic `grammar' as a structured set of networked resources. The analytical toolkit is then illustrated with the help of two sample texts. Based on some general semiotic reflections about the nature and operations of the graphic sign, this article also attempts a concise account of typographic meaning making and its communicative effects.

Key Words: communicative effects • domains of typographic work • graphic sign • language vs image • meaning making • pictoriality • semiotic layer


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