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Abstract
As media evolved, it gave a life to the words inscribed in black and white. Today, although more people read as literacy is increasingly at an expeditiously great rate, they prefer different electronic media over books which are simply filled with text. Besides, the electronic text is more conveniently revised. Books with pictorial illustrations and colors are still, comparatively, a pleasure reading. No matter how expressive the plain words are, the power of linguistic signs, gestures, tone of voice and the body language cannot be denied. These make it easier for the mind to absorb, understand and even feel the underlined meaning the words convey. However, critics argue that technology is constrained by circumstances and eras whereas the books and the written word lives forever.
The Nature of Inscription and Its Place in Our Current Electronic Life
Suppose that, instead of displaying the Stars and Stripes, we were to write the words “American flag” across a piece of cloth and to display that. While the symbols would convey the same meaning, the effect would be quite different. (McLuhan, 89).
Introduction
Just as the conversion of colors into words would be to take away the intangible attributes and values associated with the flag, the translation of imagery, sound and gestures into prose would, probably, be deprivation of related emotions and feelings. Today, even bear facts stated in black and white are supported by pictures, images, graphs or charts and other pictorial representations such as in newspapers. These are not just to attract the attention of the reader and keep his interest alive; they also assist in better comprehensive of the text and help in recall. Electronic media has brought about a revolutionary change in the method of inscription in the modern era. One of the main benefits, other than the use of special image and sound effects, is that text can be revised and updated as and when needed without having to reprint repeatedly.
Impact and Interpretation of Words
It is considered common knowledge that the same words, either when spoken or written, should convey identical meaning. However, this is not always true. The way those words are inscribed is the real determinant of how they are construed. The use of different fonts and imagery in case of written text and the usage of different phonetics, sound effects and signs in case of verbal prose actually have a great impact on how the message is received by the recipient. Emile Benveniste discusses the theory of Ferdinand de Saussure, a Swiss linguist, concerning the use of words and language. The premise on which Saussure built his philosophy was that language is composed of signs which connect with the worldly entities. Benveniste explains the relevant terms of the theory, “signified” and the “signifier”.
One calls sign ‘the total resultant of the association of a signifier [=sound image] and what is signified [=concept]’ (Benveniste, 43).
The signifier is either the words we read on paper or the words that we hear. The signified is the “concept” or the idea which evokes when the words are interpreted in the mind. The main conjecture is that the relationship between the signifier and the signified is “arbitrary” and is influenced by circumstances and knowledge.
This characteristic ought then to explain the very fact by which it is verified: namely, that expressions of a given notion vary in time and space and in consequence have no necessary relationship with it (Benveniste, 43).
Along with the way the words are inscribed, the situation in which they are read or spoken, and the contemporary knowledge and conventional wisdom all play a crucial role in comprehension of the message by the recipient. These external factors influence the way a message is decoded and interpreted. Nonetheless, the inscription is of primary importance as the basic gist or the essence of the meaning of the words remains essentially the same. It is the degree of reception and the values associated with it which differ according to circumstances.
Argument in Favor of Books
Kittler negates the philosophies of media theorists including McLuhan who claim that the printed material has “simply played out”. Instead, he defends his disagreement with others by stating that the book has aided the spread and improvement of visual and audio effects and pictorial illustrations.
This power, which is probably the basis of all Europe’s power, accrued to the book not because of its printed words alone, but rather because of a union of media that, with technical precision, joined these words with technical images. (Kittler 39)
He argues that had it not been for the printed text, the ideas of graphical illustrations and pictures would have not come about. In fact, these images are developed by keeping the words in mind. He maintains that many theorists assert that pictures and images give a two-dimensional view and thereby, help in better understanding of the words. However, he disapproves of this belief of theirs.
… the books used most often – Bible, once upon a time, and today more likely the telephone book – are certainly not read in a linear manner. (Kittler 39)
… the page of a book has been two-dimensional since the Scholasticism of the twelfth century… Each paragraph and section, footnote and title plays across a surface whose two-dimensionality is no different from that of an image (Kittler, 39).
It can be said that Kittler is refutes the conventional wisdom that a picture is worth a thousand words. He believes that an image not explained in words does not have the same impact as would a picture supported by words. He elaborates that the layout of the text and use of different writing styles also perform the purpose of imagery.
Conclusion
Supporters say that printed and electronic material aided by pictorial illustrations, or audio and visual effects helps enhance understanding interpretation and recall. The success of a movies being made today not only attributable to the dialogues or the songs do not just rely on the lyrics. The special effects, music and the acting are all equally important. Nonetheless, critics argue that it is the books which have assisted the use of and development of technology.
Works Cited
McLuhan, Marshall. Understanding the Media: The Extensions of Man. Canada: Routledge Taylor and Francis Group, 1964.
Kittler, Friedrichn Adolf. “Perspective and the Book”. Grey Room 5 (2001): 38-53.
Emile, Benveniste. The Nature of Linguistic Sign. Denmark: Copenhagen, 1939.
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