Ideogram

An ideogram or ideograph (from Greek ἰδέα idéa "idea" and γράφω gráphō "to write") is a graphic symbol that represents an idea or concept, independent of any particular language, and specific words or phrases. Some ideograms are comprehensible only by familiarity with prior convention; others convey their meaning through pictorial resemblance to a physical object, and thus may also be referred to as pictograms.

Terminology

In proto-writing, used for inventories and the like, physical objects are represented by stylized or conventionalized pictures, or pictograms. For example, the pictorial Dongba symbols without Geba annotation cannot represent the Naxi language, but are used as a mnemonic for reciting oral literature. Some systems also use ideograms, symbols denoting abstract concepts.

The term "ideogram" is often used to describe symbols of writing systems such as Egyptian hieroglyphs, Sumerian cuneiform and Chinese characters. However, these symbols are logograms, representing words or morphemes of a particular language rather than objects or concepts. In these writing systems, a variety of strategies were employed in the design of logographic symbols. Pictographic symbols depict the object referred to by the word, such as an icon of a bull denoting the Semitic word ʾālep "ox". Some words denoting abstract concepts may be reprented iconically, but most other words are represented using the rebus principle, borrowing a symbol for a similarly-sounding word. Later systems used selected symbols to represent the sounds of the language, for example the adaptation of the logogram for ʾālep "ox" as the letter aleph representing the initial sound of the word, a glottal stop.

Ideograph (rhetoric)

An ideograph or virtue word is a word frequently used in political discourse that uses an abstract concept to develop support for political positions. Such words are usually terms that do not have a clear definition but are used to give the impression of a clear meaning. An ideograph in rhetoric often exists as a building block or simply one term or short phrase that summarizes the orientation or attitude of an ideology. Such examples notably include <liberty>, <freedom>, <democracy> and <rights>. Rhetorical critics use chevrons or angle brackets (<>) to mark off ideographs.

The term ideograph was coined by rhetorical scholar and critic Michael Calvin McGee (1980) describing the use of particular words and phrases as political language in a way that captures (as well as creates or reinforces) particular ideological positions. McGee sees the ideograph as a way of understanding of how specific, concrete instances of political discourse relate to the more abstract idea of political ideology. Robertson defines ideographs as “political slogans or labels that encapsulate ideology in political discourse.” Meanwhile, Celeste Condit and John Lucaites, influenced by McGee, explain, “Ideographs represent in condensed form the normative, collective commitments of the members of a public, and they typically appear in public argumentation as the necessary motivations or justifications for action performed in the name of the public.” Ideographs are common in advertising and political discourse.