Tracing The Shapes of Multimodal Rhetoric: Showing the Epistemic Powers of Visualization

Jana Pflaeging · Hartmut Stöckl

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Graphic Design and Typography Linguistics and Discourse Analysis Rhetoric and Communication Studies

Abstract

This visual essay seeks to substantiate and illustrate the tenet that formal–structural elements in graphic design carry rhetorical functions. Based on a National Geographic feature article, the authors demonstrate methods for ‘measuring’ layout, colour and typography, and show the results in infographic visualizations. At the same time, the study showcases the epistemic value of these visualizations. The perspective adopted puts the double-page centre-stage.

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References

2002Colour as a semiotic mode: notes for a grammar of colour 2006Towards a semiotics of typography 2017Multimodality 2014Graphesis: visual forms of knowledge production 2011Theory of Language 2011The Language of Colour: An introduction 2005Typography: body and dress of a text - a signing mode between language and image 2010Thinking with Type: A Critical Guide for Designers, Writers, Editors, & Students

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2022The Relationships between Secondary School Students’ Visual Creativities in Art and their Attitudes towards Graphic Design

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