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Reprodução comercial proibida. 16 3. Dissociação entre conteúdo e suporte: Aprendemos, ao longo dos séculos, a tratar como sinônimos a informação e o suporte em que ela trafega. Essa relação de sinonimia entre conteúdo e suporte não énova, remontando pelo menos atéo início e afirmação da religião cristã na Roma antiga, quando os códices se tornaram símbolos de cristandade e os papiros, de paganismo: "A revolutionary format design called the codex began to supplant the scroll (called a rotulus) in Rome and Greece, beginning about the time of Christ. Parchment was gathered in signatures of two, four or eight sheets. These were folded, stitched and combined into codices with pages like a modern book. The parchment codex had several advantages over the papyrus scroll. The clumsy process of unrolling and rolling scrolls to look up information yielded to the quick process of opening a codex to the desired page. Papyrus was too fragile to be folded into pages and the vertical strips on the back of a papyrus scroll made writing on both sides impractical. Since both sides of the parchment pages in a codex could be used for writing, storage space and material costs both dropped. During the rise of Christianity, from after 1 A.D. until around 400 A.D., scrolls and codices were used side by side. The durability and permanence of the codex appealed to Christians because their writings were viewed as sacred words from God. With a whole pantheon of gods and little clear distinction between god and man, pagan scholars were less inclined to revere their religious writings. Traditionally, pagan writings were on scrolls. Christians were involved in the comparative study of different texts, particularly the Gospels. It is easy to have several codices open on a table, but virtually impossible to have several scrolls unrolled for comparative reference. Christians sought the codex format to alienate themselves from the pagan scroll; pagans clung to their scrolls in resistance to Christianity. Graphic format thereby became a symbol of religious belief during the late decades of the Roman Empire."40 Voltemos ao presente. Filhos dessa tradição, entendemos "jornal" como uma combinação entre o papel e as matérias e anúncios impressos nele. O mesmo se aplica para um livro ou uma revista. Colocando de lado as diferenças de conteúdo entre livros, jornais e revistas, a dissociação entre informação e suporte nesses meios apenas ocorre quando há um erro ou o objetivoé a sátira. Na Folha de São Paulo ébastante comum encontrarmos páginas inteiramente em branco. Isso causa espanto ao leitor. Será que o exemplar 40MEGGS, Philip. A History of Graphic Design.Nova Iorque: Van Nostrand Reinhold, 1992, p.38.