Non-standard graphic realizations in modern printed texts

The article deals with violations of the callitypical norms regulating the use of fonts and compositional-spatial signs in a printed text. Norms and deviations of this type are represented in the modern orthology field, despite fundamental technical and technological changes in the media sphere. The theoretical foundations of the work trace their origin to papers on the functional and aesthetic aspect of printed graphics (E. Adamov, V. Toots, E.V. Oleshko, J. Tschichold, R. Bringhurst) and to orthological studies of callitypical norms (J. Vachek, A.A. Reformatsky, B.S. Schwarzkopf). The empirical basis was publications in Argumenty i Fakty and Cosmopolitan Russia for 2019. The author has revealed the following types of nonstandard callitypical realizations using the method of a systemic-functional analysis: total font accentuation (20 units); graphic overprotection (2 units); incorrect use of graphic markers in the main part of the texts (7 units); graphic polysemy and homonymy (72 units); graphic synonymy (51 units); non-normative compositional-spatial variants (5 units). All of them are associated with violations of semiotic symmetry between the signifier and the signified, which is characteristic of rigid systems, including printed language. These non-standard uses differ in terms of motivation, representing creative techniques (total font accentuation, graphic overprotection, ideographic synonymy) or callitypical mistakes (other non-standard variants). Units of the first type, when used appropriately, increase the expressiveness of printed tests; units of the second type complicate the solution of communicative tasks and reduce the level of the speech culture. The author pays attention to the criteria of callitypical normativity and shows that here, as in other orthological areas, the systems principle is in complicated interactions with traditional prescriptions. The study of graphic deviations proves that the callitypical norm creates clear architectonics and provides functional navigation. Therefore, it is advisable to comply with these requirements both in the press and in other types of printing product. The author declares no conflicts of interests.

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