Beteiligte: | |
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In: | Journal of Technical Writing and Communication, 30, 2000, 1, S. 31-47 |
veröffentlicht: |
SAGE Publications
|
Medientyp: | Artikel, E-Artikel |
Umfang: | 31-47 |
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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) |
<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> |