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| Image: Yin Liu (Wisconsin, USA, 2013) |
Up until a couple of centuries ago, a sign like this (which happens to proclaim the availability of cheese, and more generic food, in rural
Wisconsin), would have been not only unlikely but also mostly pointless. For there would be no sense in putting up the word ‘CHEESE’ by the side of the road, visible to all, if very few people could read it.
One of the most deeply influential social transformations of the 19th century, especially in the West, was the creation of literate societies – that is, societies in which a majority of people could be expected to read and write, and therefore in which public textuality could be functional and ubiquitous. If you are reading this, chances are almost certain that you live in a world of text, and that you perform countless acts of reading every day, not just because you want to but because you are required to do so to function in a literate society. Every time you buy a package of food, or travel down a road, or surf the Web, you are expected to read. The technology of writing has become so powerful and foundational that we find it very difficult to imagine a world without writing, or a world in which writing plays a very small and specialised role.