Deviation for Foregrounding Purposes - A Universal Phenomenon
Deviation occurs when we have a set of rules or expectations which are
broken in some way. Like the way this font has just changed.
This deviation from expectation produces the effect of foregrounding,
which attracts attention and aids memorability. Deviation is by no means
restricted just to language.
For example, most people are taught that it is rude to pick their nose,
and indeed this social rule is so strong that nose-picking is rarely seen
in public gatherings. But you do sometimes see car drivers doing it. This
will count as unusual, or marked behaviour for you, and may make you offended
or amused. Whatever specific reaction you have to the nose-picking, because
it is deviant behaviour you cannot easily ignore it, and indeed you will
feel a need to explain or interpret it. People who are amused by such
behaviour often point out, for example, that car drivers think of their
cars as being private spaces when actually they are rather public because
of the need for the driver to have all-round vision when driving.
The picture of the professor figure on the homepage
for this website is wearing a bow tie. This is because the designer for
this course, Mick Short, wears a bow tie and the teacher-researchers helping
him create the course thought it would be fun to have him on the site
"in person".
The wearing of bow ties is deviant in terms of the dress code in UK universities.
Most male academics don't wear ties at all, and those who do usually wear
traditional 'kipper' ties. So Mick's unusual dress counts as a 'signature'
for him, making him stand out from the crowd, and at the same time shows
he is always interested in deviation and foregrounded behaviour!
Note that all you need for deviation to occur is a set of rules, however
informal or intuitive, which are then broken.
Want to compare what Mick looks like with/without his bow tie? Have a
look below!
