Visual Communication Online

 Hello everyone and welcome back to the weekly blog post! Today we are going to discuss a methodology called Social Semiotics and provide some examples. 

Social Semiotics is a methodology used to analyze how meaning is communicated/created through connotation and social and cultural visuals like images, languages or symbols. Developed by Michael Halliday, Social Semiotics represents the ways that meaning is shaped by social context and power structures. Understanding this methodology can be vital to understand communication through many types of media, especially in our increasingly digital world. According to Introducing Social Semiotics by Theo Van Leeuwen: "...the term connotation can also be applied to semiotic modes other than language. Images, too, have two layers of meaning – the layer of denotation, that is the layer of ‘what, or who, is represented here?’ and the layer of connotation, that is the layer of ‘what ideas and values are expressed through what is represented, and through the way in which it is represented?" 

Here is the link to the source I cited above: https://libraryofagartha.com/Practical/Language/Introductory%20Linguistics%20Textbooks/16.%20Introducing%20Social%20Semiotics.pdf

Visual elements and their placements are the key to understanding the interpretation of an image. Images at the top most likely signify dominance or power, and images at the bottom can represent stability. Left located subjects can create a sense of familiarity and objects on the right suggest unknown concepts. Social Semiotics also allows the use of interaction through various visual images like image and text to create layers of meaning. 

Now I'm going to give two examples of images and analyze them through the Social Semiotic method.

Here is a source that might help you do this on your own!   https://www.researchgate.net/publication/381178561_Analysis_of_Visual_Images_Using_the_Social_Semiotic 

This is the first image, and the placement of the people sitting and the child creates composition in the shape of a triangle, where each figure represents a different proportional layer of interaction. The woman wearing red is the center of the photo, drawing in attention from the audience and suggesting prominence. The animals, child and objects are located in the lower level of this photo and symbolize a secondary role in this photo even though they are a key part of this photo's composition. 

 This is the second image, and the black and white coloring in the photo emphasizes contrast. The low positioning of the man kneeling next to the horse creates an idea of respect. Their gaze is directed in a diagonal line which suggests an interaction or moment of understanding. The blank/simple background directs the focus entirely to the subjects.