Drucker&McVarish Chapter 4

Renaissance Design: Standardization and Modularization in Print 1450-1660
Gutenberg Bible 1455 - first book printed with movable type
Graphic design became very influential with printing press use
advancements sped up via shared information in all disciplines
First logos used by printers in colophons - form of advertising
early typefaces mimicked scripts
printing involved different processes performed by specialists
Graphic design became integral part of printing industry
graphic incunabula - illustrrated works printed before 1500 that enriched common ppls lives, information /entertainment
Humanism emerged as ppl, v. churches, could be the center of knowledge
Women still not educated
Science flourished and struggled with church
Secular and religious art flourished
Printers felt their work was very important
Much business booming in Renaissance made for plenty of jobs, receipt making, accounting, etc.
Metallurgical advancements helped printing industry greatly
Art started to describe a single viewpoint / perspective = humanistic
Thinking just changed in humans
Started to see a drawing as a projection of 3d onto 1d - Durer grid drawing
Netherlands became the seat of printing as there wasn't so much pressure from church as in France
French draftsmen fled to Holland in order to be able to do their work unfettered
Type mold was hand carved until 19th century
Typefaces were associated with the language they were written in
Orderly page layout is mark of the period
Many "portraits" were templates that could be slightly altered to resemble kings, etc = Ren. Clipart
Copperplate engravings allowed more detail than woodblocks for illustration
printed images became part of collective unconscious
Early tabloids sensationalized events
ppl started to experiment with artistic use of printing techniques
Maps were being printed with Europe in the center of world, this spread Eurocentric thought
Books were often banned if they were seen as antithetical to Catholicism
Printers were burned at the stake for protestant pubs
Printing really established itself into European Culture

Drucker&McVarish Dates

35000BCE-2700BCE Prehistoric Period
200000BCE biologically modern humans emerge
20000BCE Venus of Willendorf created
9000BCE - Altamira Cave Paintings created
1870's CE - Altamira Cave PAintings Discovered
5000BCE-2000BCE - Neolithic Period
8000BCE First protowriting appears
Add relevant items from Page 8 Timeline
10000BCE hallelujah Man on painted stones created Mas D'Azil France
3000BCE Mesopotamian Clay tokens = cash register receipts
1800BCE Indus Valley Script
1300BCE Oracle Bones created in China
3200BCE First writing = Mesopotamian Script
2000BCE First maps invented in Sumer
1250 CE Dresden Codex - Yucatan created
60000BCE Language thought to have first emerged
3000BCE - Narmer Palette created
300 CE - Hieroglyphics banned in Egypt
1000BCE Moabite stone created by Mesa, King of Moab
700BCE - first vowels added to Greek language "reading aides"
600 CE Runes invented in northern Europe
400BCE monoline (aligned) script appears in Greek writing
403BCE Ionic Script becomes official Greek Alphabet
100CE cursive and majascule appear in Rome
400CE- Codex (book) arises from classical to medieval literacy
410CE Rome sacked - Classical Period ends
Add relevant developments from timeline on pg. 43
400CE Codex replaces other information formats
100CE Paper first produced in China
1150CE paper making in Europe

Drucker&McVarish Chapter 3

Medieval Letterforms and Book Formats 400-1450CE

Publishing industry is founded
In early middle ages, moasteries were sole publishers (hand copied) books
Literate public of classical period was lost - literacy more rare in middle ages
Knowledge production and dissemination controlled by church
400CE Codex replaces other information formats
Medieval lettering styles linked to geographic and institutional sites
Some scripts became indicative of region since monks learned from each other
Multiple invasions during this period
evidence of cultural blending available via graphic design trends
Monastic publications made of materials produced onsite only - inks, pigments, parchments
Codex replaces scroll as document format
Magna Carta produced
Auctoritates - Collections of excerpts
Books started to be organized with different strategies, alphabetized, columns, etc.
Marginalia - Added by scholars - Later notes on reading the text
Decretals - Letters written by pope or bishop stating church laws
Living Manuscript - Notes and conversation written in margin space - can take place across time
Architecture of modern book invented during this period - chapters, running heads, indices, table of contents - navigational aides
Colophon at end of book provided details about scribe and production of book
Most medieval works were a mess - not these shining examples
Script - Model of letters
Hand - Actual writing
Elaborate Chancery was produced to make forgery impossible ex. Lettera Imperiale Venice 1523
Uncials (inch high letters) were not used by 700CE bc they made books huge
Scripto Continual - texts without word space paragraph space, etc.
Carolignian Miniscules - Charlemagne tried to encourage this standard way of writing 750-900CE an instrument of empire building
Ramsey Psalter - Example of ENglish adaptation of Carolignian Miniscules combined with other scripts
Different scripts assigned to different areas of study ex. Textura=for religious texts only Rotunda=humanistic studies
Hisotriated Letter contains an illustration
Secular study was recorded in long lines while bibles were in 2 columns
Many scripts became the inspiration for typefaces
Bastarda - "lowborn" writings of scholars v. clerics used for legal docs & letters
Script can indicate geographic origin of texts in medieval docs
Human components were often included, though ability to copy a script perfectly was more prized than creativity
Versals - Uncial forms with intricately woven storkes
Mere strokes of letters can indicate political or religious affiliations
Horror Vacui - impulse to cover entire surface with art
Pattern books were available to make letters
Text books with graphics started to show up for geometry and astronomy
Books on identifying herbs for remedies were very important to healing arts
As publishing became widespread and university students used books to learn, the beauty of the book as a work of art declined
Books were now being published for wide consumption, some printed in vernacular for literates, others printed in pictures for illiterates
Many playing cards (sheet dice) have survived this period though often outlawed
KNowledge production becomes an industry

Drucker&McVarish Chapter 2

Classical Literacy 700BCE-400CE

Classical period marked social distinction of writing
Trading Phoenicians spread scripts throughout Mediterranean region
400BCE monoline (aligned) script appears in Greek writing
403BCE Ionic Script becomes official Greek Alphabet
Schools were established in Athens teaching rhetorical skills
Graphic stability of Roman letterforms indicates stable power structure in society
bound notebooks and scrolls are becoming widely used
Ostraca- bits of discarded pottery = scratch paper
Milestones along roads with Roman decrees
Majascule - Upper Case Mina scule - lower case
We still use Roman Majascule to mark time
Tiro (Cicero's slave) invented shorthand to transcribe his master's speeches
ordinator provided guidelines, carver would chisel
Formal and informal scripts noted in this period
Two fonts were developed - gestural, cursive - handwriting for ephemeral purposes, done quickly
and intellectually constructed idealized letters following strict forms for official purposes absolute consistency
Serif - small crosslines at the ends of the strokes of a letter
First fonts created by carvers - signature fonts

Drucker&McVarish Chapter 1

Early Writing: Mark making, Notation Systems and Scripts

Shift from oral to literate culture noted
oral communication = ephemeral
writing endures
Rongo Rongo script (Easter Island) has never been deciphered!
Marks are deeply significant - symbolize separateness of humans & their words & each other& different from intervals that separate them
Hallelujah Man on painted stones Mas D'Azil France 10000 BCE
3000BCE Mesopotamian Clay tokens = cash register receipts
1800BCE Indus Valley Script
Same info as Ong, but so helpful to have photos!!
quantity is a huge conceptual leap from counting
phylogeny recapitulates ontogeny
a sign that symbolizes "fourness" = 4
1300BCE Oracle Bones created in China - precursor to modern chinese characters heat cracked bone, pigment rubbed in to cracks
Early Chinese symbols look just like those stones from France. Why not a written language?
Writing = graphic forms that specifically express language
Characters for each object don't count
Some characteristics of writing and speaking are not interchangeable
ex: A decorative initial or a seductive tone
I am adding performance artist to my resume because I do quote fingers
3200BCE First writing = Mesopotamian Script
2000BCE First maps invented in Sumer
Cuneiform has never been deciphered? What about Zecharia Sitchin????
1250 CE Dresden Codex - Yucatan created
Cuneiform was adopted several times and made to adapt to several spoken languages
Scripts are adapted via varying writing technologies
Excellent language tree on pg. 17
60000BCE Language thought to have first emerged via biological evolutionary developments of skull
3000BCE - Narmer Palette created - Fully formed hieroglyphic language
Hieroglyphic spacing important - close together = one meaning, spread apart, another
300 CE - Hieroglyphics banned in Egypt under theodosius as Christianity takes over
1000BCE Moabite stone created by Mesa, King of Moab shows uniform script with consistently practiced penmanship
700BCE - first vowels added to Greek language "reading aides"
600 CE Runes invented in northern Europe
Written texts seem to transcend human authorship - laws, decrees, etc.
Written language is precursor to advancing technologies
Writing considered a divine gift by many societies
Prometheus stole writing from the Gods = eternal torment

Drucker&McVarish Preface/Prehistoric Prelude

John McCain - Character is Destiny has same font and size as Women who Run with Wolves

Graphics always serve an agenda
design is a cultural practice
Role of graphic artist has evolved from artisan>celebrity
History of Graphic Design can be invisible to us
pages can be designed to bring things to mind - newspaper article, leisure book, etc
history of style=history of culture
I am adding graphic designer to my resume - also multi-media artist for posting yt videos to FB
We don't know names of graphic designers, but work is ubiquitous
Limitations of technology influence design - (You are not a gadget by Jaron Lanier)
Every graphic artifact expresses a POV and context - font-paper type-gender-race representations
Every graphic artifact mediates social relations
The art of graphics is the unspoken statement
Graphics are fraught with cultural baggage
A critical history attempts to unveil the ideological basis of a conventional history
any seamless, linear story is false
Good list of preface arguments on xxix

Prehistoric Prelude to Graphic Design
Prehistoric art exhibits deliberate intention and high level of craft
Goldilocks zone? LOL
Standing upright enables use of hands for tools and symbols (200000BCE)
...only humans have the capacity to represent abstract and absent phenomenon in symbolic form." FALSE - apes can sign.
Venus of Willendorf artist avoided face: too hard! Sized to hold in hand
Altamira cave paintings show intention to make likeness as realistic as possible - careful pigment mixtures, etc.
Cave paintings seem to follow strict guidelines in style
Gap between thinking and making is crucial to all forms of design
8000BCE first protowriting to mark ownership of stored grain harvests

Ong Chapter 7

Sometheorems

Literary History
Pg. 154

Ong Chapter 6

Oral Memory, The Story Line and Characterization

Primacy of the StoryLine
looking at print effect on narrative
narrative exists in time like human life
story lines are embedded in flow of time

narrative and oral cultures
oral tradition is based on narratives
print makes narrative retrievable
oral=narrative is lost after spoken

Oral Memory and the Story Line
big difference in literate v. oral narrative is memory functioning
oral plot not 'Freytag's pyramid'-linear plot/tying and untying of a knot
Greek plot describes event, much later explains how it came to be
oral plot is boxes within boxes (thematic reoccurances)v. pyramid
Thus John Milton explains in the ‘Argument’ to Book I of
Paradise Lost that, after proposing ‘in brief the whole subject’ of
the poem and touching upon ‘the prime cause’ of Adam’s fall ‘the
Poem hasts into the midst of things.’
oral-gets right to the action
literate-describes beginning,middle,end
drama-literate, epic-oral
plot is a life minus all unimportant details
oral plot-episodic structure
oral performance is rememberance of songs sung, not personal ideas
THe bard shows his personality by way he recites v. storyline\
Sappho wrote poems temporally

Closure of Plot: Travelogue to Detective Story
Novel made the definitive break from episodic structure
Detective stories were a break from episodic structure
Action builds ,reveal, then all details were relevant
oral protagonist=physical action
print protagonist=interior consciousness
‘The letter kills; the spirit gives life’ (2 Corinthians 3:6)
Avantgarde literature deplots or obscures plot-too easy

The Round Character, writing and print
Oral=flat, heavy/iconic characters
Novel perfected round character
round character not possible without analysis/introspection writing brings about
writing brought interiorization of the world
Print brings personal relationship with religious texts/^introspection
flat characters exist in simpler stories/advertising/westerns
Jolly Green Giant=Fertility God LOL!
Round character marks consciousness change
Depth psychology produces more cokmplicated characters
This depth of analysis not possible without written word

Ong Chapter 5

Print, Space and Closure

Hearing Dominance yields to Sight Dominance
i read to myself to understand-aural v. sight alone
reading aloud ^comprehension
no typos until chapter 5
print reading different than writing reading
print=authority,tidy,cold
manuscript=human,imperfect
print=quick undisturbed reading
manuscript=may have to decipher words
print=consumer oriented
manuscript=benefit copyist
first books-recorded utterances

Space and Meaning
indexes
lists=writing at the service of orality
print organizes words for better retrieval
visually organized v. orally
incipit=first words of text
often no titles

Books, contents and labels

Meaningful Surface
exacting print helped science evolve

typographic space
spacing words as an art form now possible
Tristram Shandy=artistic use of blank pages
Concrete Poetry/visual poetry

more diffuse effects
print brought widespread illlustrations
pictures of icons-oral heroes
print=private ownership of words
first copyright = privilegium
word became commodity


Print and closure: intertextuality
print & writing = closure
thoughts of author in final form
intertextuality=text cannot be created merely from lived experience
oral artform borrowed and borrowed
text artform each book is seperate

Post-Typography:Electronics
electronic devices are printing more books-not eliminating them
orals believe oral exchange formal
literates=informal oral exchange
technology=second orality
secondary orality audience is global village
secondary orality choses to turn outward, primary had no choice

Ong Chapter 4

Writing Restructures Consciousness
oral discourse cannot be detached from author
text doesn't change/has authority
Plato - writing destroys memory - rely on text v. memory
Plato only thought that way via writing
Plato- writing is dead/inhuman
Dead text survives generations v. orality

Writing is a technology
alien technology
no way to write naturally v. speaking
speech lives in unconscious even grammar rules
technology enhances human life

What is writing or script
first script Sumeria 3500 bc
notch marking and symbols were precursors
Even an alphabet sometimes needs context "read"

Many Scripts, one alphabet
tokens have been used in lieu of alphabet
rebus writing = mill+walk+key
Most scripts are hybrid/symbols and letters
Hebrew & Arabic have no vowels
Greek alphabet is utilitarian
Chinese alphabet elitist requires leisur time to learn
Korean alphabet liberated itself from Chinese characters

Onset of Literacy
Writing is seen as magic to orals
First stage of literacy is craft literacy - hired reader/writer
in writing, "the whole body labors" - Orderic Vitalis
Early literates were mindful of how the text would sound if spoken

From Memory to Written Records
live witness can defend testimony as opposed to text
Texts were not dated
ppl didn't understand relevance of what number of calendar year
they did not track their own exact age
orality knows no charts/lists/figures
Genesis begat records use oral strategies
texts never written from bottom to top

Some Dynamics of Textuality
No intonations available/subtleties of meaning lost
Writers and readers are fictional
writing can be communication with dead source
Diaries particularly difficult - fictionalizing
A reader must situate himself
Authors like Joyce demand impossible audience
Finnegan's Wake reads well aloud

Distance, Precision, Grapholects, Magnavocabularies
writing = precise / oral=human/proverbial
writing can be erased- words once spoken are there
oral=avoids correction/ruins credibility
writing=corrections very helpful
Plato benefitted from analysis of writing & oral structure
Writing allows introspection - religious texts
writing effects speech dialects bt literate & non-literate
writing expresses unfamiliar precisely
lower class = oralbased
upper class=textbased
oral-contextbased
writing-languagemeaningbased
dialect to written language takes on changes=grapholect
grapholect bears marks of milions of minds which have used it to share their consciousness with one another
grapholect vocabulary exponentially larger than oral
Dictionaries = good example of writing altering consciousness
many more resources available in a grapholect v. dialect

Interactions: Rhetoric and the Places
rhetorical-oral philosophical-chirographic
loci communes used in rhetoric provided arguments and proverb formulae
Some poetry was created to show of orator skills
Women authors were less influenced by rhetoric-educated in vernacular schools

Interactions: Learned Languages
latin formed thousands of dialects via speech/regions
written latin evolved differently/school language
Learned Latin male rite of passage from school
mother tongues live in unconscious, not learned latin
Classical education aimed to produce orators v. writers
Learned Latin=language devoid of orality
mother tongues=used by mothers raising kids
now all written languages are mother tongues

Tenaciousness of Orality
modern doctoral dissertation defense proves oration skills
rhetoric education now means effective writing

Ong Chapter 3

Orality is an occurence, an event
Inpossible for literates to imagine oral beingness
You cannot stop sound like a picture of sound
No still shot for sound
All sound is dynamic
Adam naming of the animals - Atwood
Oral cultures know what they can recall
No concept of looking up
Sustained thought in oral culture=communication
Lola wants to hear stories over and over again she is memorizing
mnemonic devices, rhyming and meter help orals remember long things
the kid that memorized long poems on youtube
Oral culture even laws are mnemonic/proverbs
Mnemonic devices include:

Additive v. subordinative
Ands v. narrative flow

Aggregative v. analytic
speaks of things and events in cliches
uses epithets: the mighty oak
works to prove cliches v. cast doubt
savage/oral mind totalizes

Redundant
Has to be. No backlooping like in reading.
I am always redundant in speech
Copia/redundancy is better than a pause when speaking

Conservative/Traditionalist
In order to remember generations of lessons, thought experiments are at a minimum
Prayers for Sale by Dallas
Oral tradition has need for elders
New material is not often incorporated
New material is structured like ancestors

Close to human lifeworld
expressions of human experience
even instruction given in human context
Apprenticeship = way of training v. manuals

Agonistically Toned
Rap Music
Human element presents competitiveness
Yo Mama contests
Extremes of violence/heroes/villians
Has to be entertaining

Empathetic/participatory v. objective distance
the oral story is happening to narrator and audience
written story is distanced

Homeostatic
sloughs off memories no longer relevant
seems in contrast to conservative mindset
when words are no longer part of the present experience, they vanish
political winners storeis more often told
irrelevant genealogies drop off
orators storiesflatter employers

situational v. abstract
oral = identified shapes as moon, door, etc. v. literate abstaractions = circle, square, etc.
oral will categorize via situation v. literate categories
orals prefer experience v. descritions
orals don't understand self-examination, all situational

Oral Memorization
rememberances of songs sung
hexametric phrases
epithets for each character that fit into hexameter
rhapsodized uniquely @ each performance via teller, mood, situation, audience
oral words are different than written ones
Lola creates/blends words ie text-based
literates attribute literate achievements to orals & vice versa
oral memorization is never verbatim, though orals claim is
oral performances change under social pressures

Verbomotor Lifestyle
Don't answer questions, compete/haggle with them
answer questions with questions
conversation as sparring
oral=social reading=solo
oral schizo=external literate schizo=internal

Noetic role of heroic heavies
Oral = extreme circumstances and character traits

Interiortiy of sound
interior of objects can be assessed through sound
observer fills/hearer is immersed
oral=anthrocentric
sound happens inside a body

orality, community and the sacral
oral performance =unifying experience
print = isolating
less unity in countries with more than one language
god speaks, not writes
religious experience is oral first

words are not signs

Ong Chapter 2

Homeric Question:Work was different than othe rworks of the time & Plce
Iliad and Oddyssey have caused several uproars/criticism to praise
Most distinctive feature of Homeric poetry = oral composition methods
Milman proved that Homer stitched together oral works, not the author
Writing for orlaity = dictating to self
Plato campaigned against oral poets
Khalil Gibran is commonplace using oral formulae
Parry's work parlayed into serbo-croation oral epic studies and more
savage>domestication = orality>literacy
2000BC = bicameral mind right hemi produces voices, left hemi expresses them
Alphabet created 1500BC
Writing rationalized thought away from magical thinking
Created self-consciousness
Odysseus makes this leap in oddyssey
Oral states of consciousness are bizarre to literate mind
Observe the 3 year old

Ong Chapter 1

my 3 year old speaks an oral language
rhymes things
orality v. literacy
Milman Parry = sutdied Iliad & Oddyssey
3000 languages spoken, 78 have literature
Writing cannot exists sans orality, orality can exist sans writing
I watch lola learn orally, copying words, remembering sounds
Writing enhances orality
Writing down an oral piece locks it into a time period, no more evolution via orality
ORality exists only as a potential within certain humans
Writing is imperialist/assimilates other things
orality is to literature as horse is to wheel-free auto
oral literature is a stupid term horse/auto reason