Social Semiotics

 What is Social Semiotics?

Social semiotics is the study of making meaning through all forms of communication whether it be visual, aural, or verbal. It aims to understand how humans process information and use the influences of speech, writing, and images to build societies. Social semiotics is a concept put forth first by linguistic theorist Michael Halliday. He used it in his book Language as Social Semiotic.

What are some of the rules associated with the methodology?

There are quite a few concepts that fit the semiotic structure. This includes semiotic resources, mode, and design. Semiotic resources refer to the potential meaning of material resources, the mode is in reference to an organized set of social semiotic resources in a social context, and design puts into perspective the arrangement of semiotic resources. For instance, the photo below informs viewers that someone important has been framed. Even if you don’t know who Joe Biden is, the semiotic resources in this photo – the flags, opulent curtains, ornate lighting fixture – communicates this photo took place somewhere important therefore the man who approaches must also be important. The photo is taken in such a way, designed with plenty of space, to make the room feel big and empty, again highlighting the importance of being intruded upon.

This next photo takes a much softer approach.

It is designed to draw focus to the puppy and only the puppy. Sure, the colors in the background add contrast, but they merely make the white dog stand out and look that much more fetching. The dog is the central focus of this piece, it is no mistake that it has been placed in the center of the photo.

Both photos appeal to emotions – Biden’s might make you feel angry or relieved depending on your politics, while the puppy most likely makes you feel awe. All of this is effectively conveyed and neither picture contains a single word.