Verflechtung von Bild und Text
Text and Image Connection

Summary/Abstract: The discussion initiated in the 1960s by McLuhan concerning the interrelationshipbetween what is said (orality) and what is written (literacy) has been replaced by a newapproach focusing on the connection between image and text. This shift of attention results,among others, from the increasing role of technical media and computers and the decreasingrole of the traditional written culture in the shape of books and print. The contemporarymedia are becoming something more than just a passive tool for information transmission.The text and the word itself are undergoing technologization, as Walter Ong, has put it,and they are often accompanied by the image. Linguistics cannot ignore these changes, andinvestigates the evolving materiality of communication, focusing on design, the so-called textperformance, visual layer, and the whole emerging from both the image and text. The last twoare becoming so strictly connected, especially in internet hypertexts, that the phrase “iconicturn” is often used. Apart from that, there appears text fragmentation, which leads to changesin the process of reception: ordinary reading recedes replaced by holistic reading (based onwhole images).

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