GraphologyLO: to be able to understand and analyse how graphical organisation (layout, space, images, colour, font types) contribute to

meaning-making in texts.Starter: how do

these texts use

graphology to

create

meaning?

Starter: how do the examples you chose use graphology to create meaning?

Graphology and Graphemes• Graphemes are the smallest units that can generate

meaning in a language through the visual mode.

• Conventionally, we call them letters. As you will know from our work on phonetics, they are a visual representation of phonemes.

• Groups of graphemes can represent different sounds:• ‘ough’ – ought, though, thorough, cough, through.

• This means that the context (i.e. the word/sentence) in which they are used is extremely important!

Textual Layout

• Texts have prototypical layouts related to their genre: this would make them easily recognisable.• Some texts make the most of

prototypical layouts for comic or striking effect by producing one text with the layout of another genre.

Textual Layout

• Ask yourself:• Is the text densely compacted, or broken up? Why might this

be? Consider the purpose, audience, text producer and receiver.• How does the text encourage you to look at particular parts

first?• Is there any use made of juxtaposition? This is where words,

ideas or pieces of information are placed near each other. Newspapers make particular use of this to guide the reader through different news stories.Look at this newspaper: apply these

ideas about textual layout and perform a quick analysis of how the text words.

Illustrations, Icons and Symbols

• What is the relationship between the text and the images?• How do images reinforce the written text? Might there

be a contrast? Why?• Captions are designed to influence the reader’s

response to the image.

Look at this newspaper: apply these ideas about illustration and perform a

quick analysis of the relationship between text and image.

Illustrations, Icons and Symbols

• Texts can make use of both iconic signs and symbolic signs.

This text uses a representation of a young male child and rocket, which are broadly associative with the meaning.

There are symbolic elements here: this pose involves cultural convention that placing a hand on your head and crossing your arms implies thoughtfulness – our cultural knowledge helps use make sense of the image and attach meaning to it.

Can you remember the difference between iconic and

symbolic signs?

Typography – use of font types, size and colour• Size and effects (bold, italic, underline, etc.) are used

for emphasis.• Colour is another form of symbolic sign: think about how

the colours red and blue are used in advertisements, for instance.• Capitalisation can also be used for effect: for instance,

Apple manipulate capitalisation with brand names such as iPad and iPhone in order to be distinctive and to play on cultural understanding that ‘i’ refers to something interactive or digital.

• Why might Apple have chosen to do this?

Typography – use of font types, size and colour• Different typefaces (what we commonly call fonts) also

have different connotations and also generate different attitudes towards the writer or reader.

• What opinions about different typefaces do you already have?

• Read this article from Bloomberg (a highly-regarded and influential financial software company) about the use of different typefaces. What attitudes to language are evident?

Typography – use of font types, size and colour• Different typefaces (what we commonly call fonts) also

have different connotations and also generate different attitudes towards the writer or reader.

• What opinions about different typefaces do you already have?

• Read this article from Bloomberg (a highly-regarded and influential financial software company) about the use of different typefaces. What attitudes to language are evident?

Multimodal texts• As you know, mode is the

physical channel of communication: i.e. visual or auditory.

• Non-lexical features, such as images, are another type of mode.

• Multimodal texts therefore include texts which rely on the interplay of images and written codes.

What can you say about how this text

relies on the interplay between image and

writing?

Consider the role of iconic and symbolic signs here.

What do you learn about the importance of graphology from this video?

https://www.youtube.com/watch?v=VDLPAE9wLEU&feature=youtu.be

Putting this into practice• It’s easy to talk about

graphology, which means that it is actually quite hard to get good marks when you write about it in the exam.

• Detailed analysis of how graphological features inform and reinforce messages generated by the text is essential: avoid being too superficial.

• Erik Spiekermann, a well-known graphic designer, talks about typology here.

• https://www.youtube.com/watch?v=SG0Ou07IDhQ

Extending your knowledge further:

Homework• Write an extended analysis (600-800 words) of ‘How To Brush Your

Teeth’ in response to this question:

• Analyse how the text uses language to create meanings and representations.• Discuss:

• Lexis• Semantics• Graphology• Phonetics and phonology (where relevant)

• As well as referring to:• Text producers and receivers, use and users• Mode• Genre• and as much as you can about Grammar.