style is consistency between form and content. 1. Classical Rhetoric: - Aristotle's "On Rhetoric" introduces the idea that style (lexis) should match the subject matter - Cicero's "De Oratore" develops this further with his concept of decorum/aptum - the appropriate matching of style to content 2. Modern Theory: - Richard Lanham's work is particularly explicit about this, defining style as "the relationship between manner and matter" - Kenneth Burke's "Counter-Statement" explores how form can create audience expectations that the content must fulfill - Robert Frost's concept of "the sound of sense" - where poetic meter should match natural speech patterns - Marshall McLuhan's "The Medium is the Message" (1964) can be read as an extension of this principle 3. Design Theory: - Bauhaus principles, particularly through László Moholy-Nagy's writings, emphasize that form should follow function - Jan Tschichold's "The New Typography" (1928) argues that typographic style should reflect content meaning --- [[def(Sense)]]