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