ABSTRACT

Identity categories and expressions are not naturally given, but created by language and other semiotic means within a social and cultural context. In Word´s business cards templates, all available resources for identity construction have been deliberately selected and designed by Microsoft. This chapter discusses the generic style of Hilde's card by studying the informant's negotiations with the selected Word template. A discussion of the normativity of Word and Word templates is thus relevant not only for understanding the socially shaped materiality of writing in mundane everyday tasks but also for increased critical awareness on the roles of ubiquitous software in society. The chapter also discusses the style of the card in four steps, starting with the design of the card and gradually 'zooming out' to style norms in the software. These are: the style of the card, the styles of the available business card templates, the style in Word's interface, and style norms in Microsoft Word.