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Ideological framing of vernacular type choices in the Galician and Basque semiotic landscape

Artikel i vetenskaplig tidskrift
Författare Johan Järlehed
Publicerad i Social Semiotics
Volym 25
Nummer/häfte 2
Sidor 165-199
ISSN 1035-0330
Publiceringsår 2015
Publicerad vid Institutionen för språk och litteraturer
Centrum för Europaforskning (CERGU)
Sidor 165-199
Språk en
Länkar dx.doi.org/10.1080/10350330.2015.10...
Ämnesord typographic ideology, vernacular typography, cultural standardization, cultural commodification, Galicia, Basque Country
Ämneskategorier Design, Lingvistik, Kulturantropologi

Sammanfattning

This paper is concerned with the ideological framing of typographic choices in Galician and Basque public space. It builds on an interpretive discourse analytical approach to the enregisterment of vernacular typography as social emblems of Galician-ness and Basque-ness. The paper argues that this process of enregisterment interacts with a layering in the contemporary semiotic landscape of three major ideological complexes: cultural resistance, cultural standardization, and cultural commodification. Each one of these ideologies represents a particular set of beliefs and values related to local culture which is attributed to and expressed by these vernacular typographic forms, thereby contributing to their varied indexicality and use in different locales, domains and genres, and to their potential for having an impact on the general graphic face of Galicia and the Basque Country. The paper points out a shift of orientation in the use of vernacular typography from a marker of nationalist ideologies and politicized identities to metacultural displays of symbolic capital formerly associated with these positions in the context of tourist consumption, urban theming, and place-branding. The ideological tension emerging between these two positions illustrates the central role performed in contemporary minority nation-building by the discursive interaction of pride and profit.

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