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Communication Research (PhD)

Tai Cossich

Tai Cossich (Kollontai Cossich Diniz) is a designer, educator, and researcher whose work focuses primarily on graphic design history—with special attention to print and ephemera in indigenous languages of Latin America—and on digital community archives.

Past research projects in these areas include “Guarani typography: the printing press of the Guarani-Jesuit Reductions (17–18th century)” (funded by Fapesp) and “Typography and indigenous languages in Brazil (1998–2007)” (funded by CNPq) for which Tai received the Young Scientist Award of the Brazilian Information Design Society. In the area of digital archives, Tai worked on several research projects hosted at the University of Sao Paulo’s Brasiliana Mindlin Library (2009–2016, supervised by Professor Pedro Puntoni), including “Network of digital archives for the National Historic and Artistic Heritage Institute” (funded by BNDES) and “Digital archive of Brazilian cultural magazines” (funded by Ministry of Culture, Brazil)

In 2017, Tai was awarded a fully funded scholarship (CAPES Foundation, Ministry of Education, Brazil) to conduct her doctoral research at the Royal College of Art. Her practice-led thesis, supervised by Professor Teal Triggs and Professor Mark Sebba, is situated at the intersections of graphic design history and sociolinguistics, attending specifically to questions of voice. Her thesis discusses the practice of adding extra-alphabetic symbols to orthography and its othering effects in two case studies from the history of new orthographies: “Extra-alphabetic symbols in colonial orthographies (Nahuatl and Otomi, New Spain, 16th–18th century)”; and “Extra-alphabetic symbols in uniform and universal orthographies (Lepsius, 1855;1863 and Pickering, 1820)”.

As part of her doctoral research, Tai developed a practice of performative text markup. She uses markup languages (digital and analogue) to interrogate her primary sources and to present her findings visually, whilst also engaging in a wider conversation about language rights and decoloniality.

Before pursuing a PhD, Tai dedicated most of her professional life to projects that aimed to democratise access to information and communications technologies. She was a graphic designer at the editorial division of Funai, the National Indigenous Peoples Foundation (Brazil), where she worked on editorial projects in various indigenous languages and in collaboration with indigenous educators from across the country; at the Paulo Freire Institute (Brazil) she was responsible for implementing the use of open source software for publishing community-led pedagogical material; and at the University of Sao Paulo’s Brasiliana Mindlin Library she worked on community-led archive digitisation projects and contributed to public policy making for the digitisation of Brazilian libraries and archives.

Tai is also a comics enthusiast. She explores themes ranging from love to set theory in her own drawings. Her strips have been published by The Lacanian Review, and her minimalist graphic novel “A Espetacular Clínica da Monga apresenta Caso Original” (Tai Cossich, 2017) was published by indie-publishing house Lote 42.

Degree Details

School of CommunicationCommunication Research (PhD)
Tai Cossich-statement

Voiceless characters: A social approach to the practice of adding extra-alphabetic symbols to orthography

In addition to alphabetic symbols, a myriad of other symbols—emojis, arrows of all kinds, punctuation and diacritical marks, characters from various scripts—can be used for meaning-making in writing. Like critical commentaries, annotations, or printers’ marks, these added symbols function as a type of markup: they are insertions that become part of the text, yet they are distinguishable from it. But the fact that these symbols are not part of a standard repertoire of alphabetic characters can cause problems for typography.

The thesis “Voiceless characters: A social approach to the practice of adding extra-alphabetic symbols to orthography” examines the relationship between spelling choices and typography, with particular attention to questions of voice. The thesis examines the practice of adding extra-alphabetic symbols to new Latin-based orthographies. Problems related to the representation of the glottal stop (a sound not represented in the alphabet of most European languages) serve as a focus point.

The practice-led investigation is guided by the following research questions, positioned at the intersection of sociolinguistics and graphic design history:

  • How are practices of adding extra-alphabetic symbols to orthography negotiated with typographic resources?
  • How has the representation of the glottal stop in Latin-based orthographies been negotiated with typographic resources?
  • How can text markup be used as a language to visually interpret the ways in which spelling choices are negotiated with typography?

The research has two components. The first component investigates the practice of adding extra-alphabetic symbols to orthographies using two case studies from the history of new orthographies:

  • Extra-alphabetic symbols in colonial orthographies (Nahuatl and Otomi, New Spain, 16th–18th century).
  • Extra-alphabetic symbols in uniform and universal orthographies (Lepsius, 1855;1863 and Pickering, 1820).

In both cases, discourses around ease of reproduction and ease of reading guide the analysis.

The second component of the research investigates the practice of adding extra-alphabetic symbols to orthographies through graphic design practice in three text markup studies:

  • Marks of elision on the literary page.
  • Marks of resources on the missionary’s page.
  • Marks of differences on the Universal Declaration of Human Rights.

The text markup studies are led by questions of a speculative nature, and their outcomes are presented as visual interpretations of the themes discussed in the case studies.

This thesis contributes to new knowledge in the fields of sociolinguistics and graphic design history by offering a nuanced account of typographic problems and their socio-historical background, moving away from a tendency to characterise these problems as purely technical issues. The application of “research through design” also adds to the range of methodologies already established within the field of sociolinguistics. In the field of graphic design, the thesis makes a further contribution by showing how text markup can be used to critically engage with typographic problems. The conceptualization of typographic problems as a type of graphic variation that results from differences in character sets is also a novel contribution to these fields.

Please search the research repository of the Royal College of Art for Tai's PhD thesis “Voiceless characters: A social approach to the practice of adding extra-alphabetic symbols to orthography” (Kollontai Cossich Diniz, 2022).

Lady Chatterley’s Lover in textile. Mellors (left) and Clifford (right). A “centrifugal” outcome of the text markup study “Marks of elision on the literary page”.
Lady Chatterley’s Lover in textile. Mellors (left) and Clifford (right). A “centrifugal” outcome of the text markup study “Marks of elision on the literary page”.

As part of her doctoral research, Tai developed a practice of performative text markup:

I take a performative and non-representational approach to text markup, informed by an awareness of, and opposition to, this twofold issue: the ubiquity of reflection, with all the methodological assumptions it entails, coupled with widespread suspicion of visual forms of knowing. Like Drucker (2014, 2020), I use text markup to make graphic arguments: these are snapshots of text markup practice, momentarily congealed as “outcomes” when they are actually slices of an ongoing process. And, aligning with Barad (2007), I take marking up texts as integral to my intra-acting (as opposed to interacting, which supposes atomic, individual parts that pre-exist phenomena) with the “stuff” of texts: strings of characters. However, marking up text is not just either intra-acting with strings of characters, or modelling arguments graphically: text markup is inevitably entwined in the unfolding of meaning-and-mattering of text in time, in the type of conversation that Ingold (2017) would describe as “correspondence”. It opens all sorts of directions—possible trajectories for graphic design practice—that I do not wish to ignore. I sometimes refer to these trajectories as “artistic aspects of the research”, “open-ended directions”, “centrifugal tendencies of text markup” or “practice of correspondence”. Words like “generative” and “transformative” also come to the rescue. My point being that in marking up text I am not only producing graphic arguments that result from (and are the cause of) intervening in strings of characters, but I am also acknowledging “lines of flights” (Deleuze and Guattari, 2013[1987]:129–172) in graphic design practice. The agential realist onto-epistemology that Barad (2007) outlines underpins this aspect of my practice.
Chapter 2. In “Voiceless characters: A social approach to the practice of adding extra-alphabetic symbols to orthography” (Kollontai Cossich Diniz, 2022).

Three text markup studies accompany the chapters of the thesis:

Marks of elision on the literary page.

Marks of resources on the missionary’s page.

Marks of differences on the Universal Declaration of Human Rights.

The Pickwick Papers Audiobook. A “centrifugal” outcome of the text markup study “Marks of elision on the literary page”.
The Pickwick Papers Audiobook. A “centrifugal” outcome of the text markup study “Marks of elision on the literary page”.
The Pickwick Papers Audiobook and Dubliners’ Grace Audiobook (top strip). A “centrifugal” outcome of the text markup study “Marks of elision on the literary page”.
The Pickwick Papers Audiobook and Dubliners’ Grace Audiobook (top strip). A “centrifugal” outcome of the text markup study “Marks of elision on the literary page”.
Marks of elision on the literary page, media item 3
Marks of elision on the literary page, media item 4

“Marks of elision on the literary page” examines the othering effects of the practice of adding extra-alphabetic symbols to non-standard orthography in English Literature.

The study consists of using text markup to engage with graphic variations that emerge from certain respelling strategies known as eye-dialect. This kind of respelling is commonly found in English literature, specially from the nineteenth century on.

The point of departure was a set of well-known texts (ranging from Charles Dickens to D.H. Lawrence) in which the authors’ respelling strategies include marking elision (the dropping or omission of letters) with the apostrophe <’> to convey a “different kind of English”. In the study, all instances of <’> were highlighted. The outcomes are a series of visuals in which it is possible to recognise certain characters based on visual patterns generated by the way they speak (centripetal outcomes of markup practice) and a series of re-workings of the books used in the study (centrifugal outcomes) as audiobooks and textile-books.

Marks of resources on the missionary’s page, media item 1
Marks of resources on the missionary’s page, media item 2
Marks of resources on the missionary’s page, media item 3
Marks of resources on the missionary’s page, media item 4
Marks of resources on the missionary’s page, media item 5
Marks of resources on the missionary’s page, media item 6
Marks of resources on the missionary’s page, media item 7
Marks of resources on the missionary’s page, media item 8

This text markup study discusses typography as a material-linguistic resource. Text markup techniques are used to highlight the typographic resources available to Christian missionaries who, from the 16th Century on, devised Latin-based orthographies for languages around the world. Many of the orthographic features introduced by missionaries, according to the technologies available to them in different historical periods, still cause typographic problems for communities today.

Marks of difference on the Universal Declaration of Human Rights, media item 1
Marks of difference on the Universal Declaration of Human Rights, media item 2
UDHR in Guarani, with text overlay. Each character colour-coded to a block in the Unicode Standard.
UDHR in Guarani, with text overlay. Each character colour-coded to a block in the Unicode Standard.
UDHR in Guarani. Each character colour-coded to a block in the Unicode Standard.
UDHR in Guarani. Each character colour-coded to a block in the Unicode Standard.
Marks of difference on the Universal Declaration of Human Rights, media item 5
Marks of difference on the Universal Declaration of Human Rights, media item 6
Marks of difference on the Universal Declaration of Human Rights, media item 7
Marks of difference on the Universal Declaration of Human Rights, media item 8
Marks of difference on the Universal Declaration of Human Rights, media item 9
Marks of difference on the Universal Declaration of Human Rights, media item 10

Text markup study “Marks of difference on the Universal Declaration of Human Rights” interrogates the limits of Unicode—the promise of a universal character encoding standard—within the wider failure of Human Rights rhetoric.

A font was develop to draw correspondence between each character in the text and the Unicode block to which it belongs. The font is composed of thirteen versions: The first version shows all the characters of the “Basic Latin” block, leaving the other characters blank; the second version shows the characters from the “Latin-1 Supplement” block; the third version shows the characters from the “Latin Extended-A” block; then “Latin Extended-B” block; “Latin Extended-C”; and so on. It includes all blocks of the Latin script, and IPA extensions. By overlaying various instances of the same text, each layer being assigned a different version of the font and colour, the result is a graph that colour-codes the text in relation to the Unicode blocks. In this project, the font is used to display the Universal Declaration of Human Rights in different languages. It displays the frequency of “special characters” (characters coming from blocks other than the “Basic Latin” block) in each language.

“We are faced with two paradoxical and disturbing conclusions and a very demanding challenge. The supposed historic triumph of human rights is leading to an unprecedented degradation of the expectations of a decent life for the majority of the world's population. Human rights have ceased to be a conditionality in the context of international relations; thus, rather than subjects of human rights, individuals and peoples have, at best, been reduced to objects of human rights rhetoric. As for the challenge, it can be phrased in the following terms: Is it still possible to turn human rights into living ruins, a tool for turning despair into hope? I certainly think so.”
Toward new universal declaration of human rights (Boaventura de Sousa Santos, 2020)

Extra-alphabetic symbols in colonial orthographies (Nahuatl and Otomi, New Spain, 16th–18th century)

Faced with the challenges of devising orthographies for native American languages, Catholic friars serving the Spanish conquest from the sixteenth to the eighteenth century were not indifferent to the typographic aspects of their undertaking. On the introductory notes, licences to print, forewords, errata and in other sections of the various grammars, thesauri and texts of the Christian doctrine produced in native American languages to advance the Catholic faith, there are references to problems related to the limits of typography, as well as passages that indicate the friars’ awareness of typographic processes, their efforts to facilitate printing and reading, and even some concerns about the visual effects of their orthographic choices. Such considerations made by the friars make up a history of typographic problems, the heading under which I have been discussing the relationship between typography and orthographic choices and the othering effects of adding extra-alphabetic symbols to orthography.

Chapter 4. In “Voiceless characters: A social approach to the practice of adding extra-alphabetic symbols to orthography” (Kollontai Cossich Diniz, 2022).

Please search the research repository of the Royal College of Art for Tai's PhD thesis.

Extra-alphabetic symbols in uniform and universal orthographies (Lepsius, 1855;1863 and Pickering, 1820)

Typographic problems are present in the various attempts to create universal phonetic transcriptions, standard alphabets and uniform orthographies that proliferated during the nineteenth century. For example, Pitman and Ellis, inventors of the Pitman-Ellis phonetic alphabet of 1847, whose symbols would later feature in the International Phonetic Alphabet (IPA Alphabet), fell out because of disagreements on whether to add new symbols to their spelling system (Albright, 1958:23). While Pitman was in favour of creating new symbols, Ellis rejected them on the basis of the costs of type-founding (Ibid.). The first appearance of the IPA Alphabet itself, in 1889, was also embroiled in typographic problems. Its publication was delayed due to printing costs, and the addition of new symbols postponed for the same reason (Albright, 1958:54). A series of provisional symbols, to replace the preferred ones, had been used in an earlier version of the alphabet to circumvent the cost of production (Ibid.). The projects of this period represent a milestone in the development of phonetics as a science and an important background to the establishment of the International Phonetic Alphabet at the turn of the twentieth century (Kemp, 2001; Albright, 1958). It is clear that their proponents were well aware of typographic issues.

Chapter 5. In “Voiceless characters: A social approach to the practice of adding extra-alphabetic symbols to orthography” (Kollontai Cossich Diniz, 2022).

Please search the research repository of the Royal College of Art for Tai's PhD thesis.

CAPES Foundation. Ministry of Education, Brazil