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Founded in 2003 / ISSN: 1696-019X / e-ISSN: 2386-3978 / Depósito Legal: M-5852-2003
DOI: 10.31921/doxacom
Pre-print #28, January-June 2019


Mario F. Benito Cabello, Mª José Sánchez Leyva
Title How typeface shouts: Cultural mediation processes and the state of that which is visible Summary Every discourse is intertwined in a complex network of other oral dissertations, institutions, the exercise of power, and symbolic production, the importance of which is decisive in shaping the social realm. The typefaces of these discourses are the object of this study, which reflects on the mediation feature of typography. Through the use of Gothic characters during the Nazi period and the previous struggle between Gothic and Roman characters during the Renaissance, the research exemplifies the cultural processes involved in forms of visualization in the digital age. The impact of information technology affects the creation of the modern collective imagination, which modernity uses to justify its own dynamic, its cultural and cognitive, and its historical development. Typography is a central element of this contemporary collective imagination, and while it is a sign, it becomes the setting for the struggle between different definitions and meanings: a contention for the possession of the sign that extends to the most trivial areas of everyday life. That is the reason why typeface speaks out. Keywords Typography, mediation, collective imagination, form and content, visual communication.

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