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 includes the composition of visual elements, symbols and different interpretations of them based on cultural factors of the audience.    

    Next, we will analyze these two photos in respect to social semiotics. 



    
    In this image, the vertical illusion makes me feel small. The bottom of the tree is where I am standing at the roots, while I am looking up towards the canopy. This conveys a feeling of longing, of wanting to reach the top of the tree. It also may symbolize feelings of growth, or hope. The message may be “the climb will be hard, but the view is worth it”, or “the reality is that I am at the bottom, but I want to be at the top”. 



    For the horizontal perspective we relate to the person on the left. We stand there, observing the creature to our right and ponder what they are experiencing. The known, given information is that we are walking a dog, standing in between a paved trail and a pond. To our right is new information. We don’t know what the dog is curious about, smelling, feeling under their paws. This gives the image a feeling of curiosity, and instills a sense of learning and flow of new information coming from the right. We are also facing the right, moving towards that direction.

    Of course, each individual will have their own perception of these photos. I choose these images because I like trees and dogs, and feel a certain way when out on a hike or taking my dog on a walk. Someone who does not enjoy hiking, or does not have a dog, will have a different visual concept. 


Works Cited

Gualberto, C., & Kress, G. (2018). Social Semiotics. Research Gate; The International Encyclopedia of Media Literacy. https://www.researchgate.net/profile/Clarice-Gualberto/publication/325764226_Social_Semiotics/links/5b229735a6fdcc69746119b9/Social-Semiotics.pdf


    

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