Social Semiotics
Hello, readers! Welcome back to another week of Sully's Moments! This week I was exploring a little different topic that is crucial to our understanding of the media that surrounds us. Have you ever wondered, "Why that image?" after viewing an advertisement, a campaign poster or even simply a random Instagram photo? In fact, there is a technique known as social semiotics that explains how images are used to communicate messages. Similar to body language, but in pictures, social semiotics is the study of how visuals and images convey meaning. Following the work of linguist Michael Halliday, Gunther Kress and Theo van Leeuwen perfected the concept, taking it beyond words to include images. The main idea is that when culture and social conventions are taken into consideration, signs, symbols, and even the arrangement of photos can convey a message. We are always surrounded by visual media, which makes this approach crucial. We can uncover hidden meanings in advertisements, s...