Social semiotics
Social semiotics is a social theory that displays how something can be communicated in different modes, by using text and imagery to convey information. Michael Halliday and Gunther Kress developed tools for the analysis of the interrelation of power and language by providing their account of language as a social phenomenon (Gualberto & Kress, 2018). It is important because it describes how we see the world, the assumptions we make, and how we choose to communicate. Understanding vertical and horizontal positioning is key in understanding the rules of social semiotics. When an image is positioned vertically, it is interpreted as saying that the top of the image represents ideals, aspirations, and what is imagined. The bottom, in contrast, represents what is known, reality and facts. In horizontal positioning, the left of the imagine shows known, given information while the right displays new facts and findings. The methodology also incl...