“Is your font racist?” Metapragmatic online discourses on the use of typographic mimicry and its appropriateness

Abstract

ABSTRACT Typographic mimicry is the wrapping of writing in a “foreign dress,” i.e. the use of typefaces in which one’s script (e.g. Latin) is made to visually resemble a different script (e.g. Chinese) with the goal of evoking associations with a “foreign” culture. First, this paper addresses the formal aspects of this practice, specifically the choice of visual features to be mimicked. The core part then focuses on typographic mimicry as a social practice and includes a discussion of both the typographic knowledge that different actors – both lay and expert producers and recipients – must apply to establish and recognise the associated cultural indexicality and the typographic ideologies (i.e. beliefs and attitudes) these actors hold. The central question being investigated is how typographic mimicry is discursively negotiated. An exemplary metapragmatic discourse analysis of online reactions to a food ad and comments to two articles covering the topic catered at readers with different knowledge backgrounds highlights that typographic mimicry is not a “neutral” practice. It shows that central aspects being debated are the (re)appropriation of cultural stereotypes by users both outside and within the respective cultures and the related question of whether using typographic mimicry is generally (in)appropriate (or even racist).