Understanding Social Semiotics

Social Semiotics is a term that was coined by linguistics and semiotic as Michael Halliday, Gunther Kress, and Theo Van Leeuwen. It is the field that studies how people use signs and symbols to communicate in social contexts, and create deeper meanings. This methodology was developed by various different linguistics and semiotic and, but primarily Michael Halliday, Gunther Kress, and Theo Van Leeuwen. Social Semiotics is an important methodology as it helps use understand how to communicate with one another beyond just words. Social Semiotics considers verbal communication, along side visual and cultural context to expand upon and understand the meaning of certain social situations. An approach that looks at the bigger picture is crucial for communicating through various fields such as media, education, and communication. Understanding how messages are conveyed, and received through visual and verbal que’s leads to more effective communication. 

The Social Semiotics Methodoloy mainly focuses on analyzing how people use signs and symbols as visual aides to create meaning in different contexts. There are a few key rules or concepts that go along with this methodology; multimodalitty, social context, and metafunctions.

Multi-Modality 

Multi-modality is the basis of using different modes or channels of communication to create meaning. Rather than just text or verbally, it can use a combination of texts, images, sounds, gestures, etc. 

Context

The meaning of signs and symbols used can change depending on the context they are used in. It is important to consider the context of a social interaction or situation, when trying to understand the meaning.

Metafunctions

Meta functions are a theory of language, created by Michael Halliday, which are part of a system of functional linguistics. There are three main metafunction. 

Ideational Metafunction  — This metafunction relates to the content or subject matter of the 

communication. It’s main focuses are about expressing and interchanging ideas, thoughts, and 

conveying information about the worlds

Interpersonal Metafunction  —  This metafunction focuses on the social interactions between 

people. It is about expressing feelings, attitudes, judgement and understanding relationships. 

Textual Metafunction  —  This metafunction focuses on the structure of text itself, its about 

organizing the message in a way that makes its coherent, cohesive, and digestible. 

The placement of images also has meaning in Social Semiotics. Images placed at the top are typically represented as what is “ideal” or what is aspirational. Images placed at the bottom typically represent what is “real”, or definite and factual. Images placed towards the left are typically indicating something that is “ a given”, an idea or concept that has already been accepted. Images placed towards the right typically represent the “new”, what has yet to become of, or still changing. Placement of images have very different meaning, and context can help deepen understanding of the interaction. 

Analyzing this first image through Social Semitoics methods. The context of this image would be some sort of fight. The gestures confirm that idea as one person is swinging, or throwing a punch while the the person dodges the punch. This image also depicts interpersonal metafunctions, as there is a social or physical interaction happening. 

Analyzing this second image through Social Semiotics, there is a lot to take in. From the image alone, there is many things you could assume. A baby holding a women’s finger; considering context, it could be the women’s baby. Considering metafunctions, this is an Interpersonal Metafunction or interaction between two people; through a gesture of affection or comfort. From that you can assume the meaning of the image is that the baby is holding the finger of its mother, creating a very tender and loving moment. 

Where majority of my research came from — 

Social Semiotics