Understanding Social Semiotics in Visual Communication
Introduction to Social Semiotics Social Semiotics is a framework for understanding how meaning is created and communicated through visual images and other semiotic resources. It was developed by linguist Michael Halliday in the 1970s and later expanded by scholars like Gunther Kress and Theo van Leeuwen (Halliday, 1978; Kress & van Leeuwen, 2006). Social Semiotics extends traditional semiotics by emphasizing the social and cultural contexts in which signs are used and interpreted. This methodology is crucial because it helps us analyze and understand the underlying messages and ideologies conveyed through visual media, such as advertisements, political posters, and other forms of visual communication. Rules and Principles of Social Semiotics In Social Semiotics, the positioning of elements within an image is significant. Here are some key rules: Top vs. Bottom: Elements at the top of an image are often associated with ideals, dreams, and aspirations, while elements at the bottom r...