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

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