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Graphic Design in the Digital Era: The Rhetoric of Hypertext (electronic…
Graphic Design in the Digital Era: The Rhetoric of Hypertext
the image is a powerful way of bringing home a point, both logically and emotionally
The digital revolution
rests on the capacity of electronic bits to encode the information making up an image, a text, or a sound, using a simple binary principle
the transformation of analogical into digital data has given rise to
a new logic in the production
symbols
signs
new rules
new networks for cultural exchange
communication
analogical data is transformed into digital data
makes the data processed both more virtual and nonmaterial and also more ephemeral
this inordinate valuation of the technological and of digital culture led some to believe the computer was the solution to every problem
that technology would even bring about a new kind of man and a new system of thought.
hypertext
the novel possibility of thinking in complex and multiple structures, with different ways of approaching the text available to the reader, with nonlinear
the hypertext experience and nonlinear reading is nothing new
linear organization of texts was conditioned by the support, but this in itself is pragmatic
nonlinear reading already existed, and its presentation on computers obeys pragmatic conditions relating to the reader
the nonlinear allows for one kind of experience but this does not take the place of linear writing or cancel it out.
The organization of parts, in the case of the book, obeys the need to fit thought into the order available in that format
elocutio
semantics and order
dispositio
Nonlinearity is not exclusive to computers, being a very old resource
Because of their semantic mechanisms, both texts and hypertexts present both unidirectional and multidirectional possibilities;
Nonlinearity does not necessarily imply open thought processes
linear or nonlinear character; is only a pragmatic determinant of the way in which a text can be approached, one which defines certain specific rules of syntax.
The mechanisms of hypertextual organization, with leaps not only within the order of a discourse but also from one discourse to another
hypertexts are still built up from fragments of linear text and what is now needed is a capacity for writing in multiple circumstances and across various disciplines
The deconstructivists’
their thesis on opening up and interconnection with in the reading process have led to the new approaches in today’s media
Their capacity to show that topics and arguments are changing and can be reorganized
the idea that inter-textuality is a dynamic process which is always there
has given rise to an image which is characteristic of what happens on the digital information network
electronic screen and how do its rhetorical mechanisms work
In order to navigate within the text, readers make a series of inferences.
These inferences are based on the established rules of the screen
hermeneutic experience of navigation is driven, in the same way as with other formats, by the search for significance
If the pragmatic or thematic context offers information that can be assumed implicitly, then the explicit must be significant
Hypertexts are presented as a matrix of possible accesses
but their parts are developed, in turn, using linear texts and possi- ble interactions with fixed or moving images or sounds
The hypertext format then, like other languages, sets its rules of interaction by optimizing the possibilities of:
electronic operations with respect to the nature of thought
memory
attention
mobility
The system of access generates free mobility up to certain point
since the order of the parts and their contents are prearranged by the author
The electronic page, then, has a series of devices for help- ing navigation and for building the experience
Dispositio
Arrangement
Inventio
based on places
Elocutio
the way the ideas are expressed
Web page is established as a hypertextual browser
The data must, of course, be stored in an orderly manner, but this order is not intended to influence the order in which it is accessed