idi

LANGUAGE

word AS image: uses of language

Now we go into the uses of language as a holistic system.

For any language we can identify three basic “uses” which we can then apply to the visual language. These three distinction uses enable us consider visual form, structures, and space to give voice to ideas that they either carry themselves or come in support of the parts they interact with. I named these: the practical, the dialectical, and the poetical. A diagram explains each, to which I have added an exemplification for the word DIMENSION.

By practical is meant the use of language to communicate information with a singleness of meaning which is characteristic of immediate information that is denotative, useful, sensible, factual (for example a dictionary text has to serve that purpose typographically).

The next language use I call dialectical—and the word itself already implies already there are two (=dia) aspects or parts brought into a mediating relationship. Dialectical means to communicate with reason and discourse.That is, we see things from ways that appear to add an opinion to the content we’re engaged with via the visual language; or, if you prefer, adds an expressive voice to work with.

In that sense dialectical means to encourage, or council, or to persuade someone — and from a certain point of view, possibly an ulterior motive.

For example this dialectical language system is typically used in advertising, and propaganda, and political speeches. This use of language becomes challenging because of its entanglement of personal views, as these mix content and meaning.

Here is a kind of (admittedly) simplistic example of that using the same word “dimension” in comparison: it adds an oblique point of view, with some ulterior motive by putting the focus on the word “MEN” that exists within this word “dimension.”

The third language use I call poetics. By poetic language is meant the use of language to stimulate imagination and a depth of perception, that is, it does not merely mediate points of view—rather, it evokes potential qualities and values that moves us toward a broader and especially deeper sense of awareness regarding the object presented to us.

In linguistics the poetic language is characterized by metaphorsymbol, and emotional expression with the purpose to stimulate a richness of meaning— and even deeper into a sense of essence or spirit of things.The experience we have with that language is likely to leave us with a sense of awe.A certain sunset can serve as example—it quiets us, changes us.

However, the poetical aspects truly requires us to pay attention to unveil the meaning for its content. Why? Because poetry requires a subtlety so that meaning is not limited or trivialized to risk falling back into the limitations of the practical. Depth is about subtlety and the hidden. Content is, therefore, not likely to be recognized in any obvious manner! Rather, in the poetic realm content should allow for the user to become totally engaged with the experience of unveiling content—which active participation for interpretation in turn makes that user a truly active co-creator of meaning!

So here we have that word “dimension” again, but its poetic language of presentation pushes the integrated qualities and values into that poetic depth, the more we have contemplate the object and its complexities. Also, this contemplative engagement with the poetic language for an object that does not simply tell us what’s there, creates an experience that we become integrally part of, and in that sense we are the creators of its content and significance.

In that sense we can say that a poetic object becomes something truly worth experiencing, As you inquire more and more into the poetics of this example besides being able to discover the word "dimension" itself (and having discovered this by yourself and by some external force of dictation) you discover more subtle aspects of relationships to the meaning of the word: like the space/cube shift, and the center of this configuration being the “N” that refers as a mathematical symbol to the potential of space being infinite. 

To take this model a little further since these three means are not separate, and not even sharply divided!

Rather, they have an interdependent relationship of a dynamically sliding range. Ideally there is always enough of the “practical” even with the “poetical” to allow us to enter into its depth; and in the practical there can be the gesture of quality and value, even if that is merely in its aesthetics of form. And the commercial world of advertising can often move into the other directions—albeit to serve certain self-serving intentions.

To recap briefly: the practical first relates to immediate needs to distinguish parts from wholes.Then the mind begins to mediate these facts with other aspects, via our perception and seeing or adding relationships. And then, if we sense further attraction and interest we can gain even more value from getting even deeper into the object which can lead us to a deeper, inspired level of consciousness and understanding.

So, these three modes help us identify three points of view on how we might apply the “visual design language” to the products we create.

That is the overall picture of this model—BUT for our purposes we will simplify this even more, and generalize the sliding scale between the two extremes of the practical and the poetical.

.... like this...... with the range of meaning (especially in its beginning) limited the practical; but then pushed more and more toward the poetical end. This allows the designer to see the truly powerful potentials for parts to operate as a whole toward enrichment, depth of meaning and inspiration.

In other words, the means of the visual language will serve more and more the fullest potential for the content of a word.