INFOGRAPHICS AS A BLEND OF VERBAL AND VISUAL MATRICES IN SCIENTIFIC TEXTS: FROM LINE CULTURE TO SURFACE CULTURE

Infographics can be seen as a form of communication that mixes the verbal and the visual matrices in the same context. This article reflects on how infographics behave in scientific texts: a way to think about the world through the surface where verbal and visual matrices coexist, unlike products that are typical of line culture. In this case study, the image will no longer be relegated to be a mere illustration of the text. Newspapers are increasingly using infographics as a way to visually broaden scientific knowledge that in some cases the reader needs to refer to the verbal text to understand. As an empiric object for the discussion, two scientific texts from the section Health and Well-being (published on Folha.com, the website of a newspaper with a wide distribution in Brazil) were analyzed. The purpose of the investigation is also to discuss how infographics have an autonomous existence in scientific texts, apparently having a complete and independent meaning. Folha.com’s infographics were seen to display information which is thorough and sufficient for the comprehension of the scientific findings. Now, infographics in newspapers are essential for the reading comprehension of scientific texts and that readers consider them before reading the words