Influence of Burke and Lessing on the Semiotic Theory of Document Design: Ideologies and Good Visual...

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Bibliographische Detailangaben
Beteiligte: Ding, Daniel D.
In: Journal of Technical Writing and Communication, 30, 2000, 1, S. 31-47
veröffentlicht:
SAGE Publications
Medientyp: Artikel, E-Artikel

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Umfang: 31-47
ISSN: 0047-2816
1541-3780
DOI: 10.2190/0bqk-q321-0v49-96gt
veröffentlicht in: Journal of Technical Writing and Communication
Sprache: Englisch
Schlagwörter:
Kollektion: SAGE Publications (CrossRef)
Inhaltsangabe

<jats:p>The syntactic aspect of semiotic theory, especially its “aesthetic principle,” is very influential in document design theories and practices. It has its roots in Burke's and Lessing's gender-related theories of images. Thus, it is laden with ideologies: it embodies our patriarchal attitudes and our iconophobia. Employing the semiotic theory in document design, we are making choices to reinforce the gender-related ideology in Burke's and Lessing's theories. It is time for us to re-conceive the “aesthetic principle” by de-emphasizing it and to adopt the reconciliation approach to design effective documents targeted at various rhetorical situations.</jats:p>