Social Semiotics

Social semiotics is the study of different forms of communication, such as symbols, icons, and images. It was developed by Linguist Michael Halliday, focusing on how we construct meaning from language. Gunther Kress extended this focus to multimodality, looking at communication through visuals, sound, and digital text. The use of visuals can be traced back since the beginning of human existence, with drawings on cave walls telling stories about that time. Evolutionary theory explains how our way of seeing things has evolved in a way that we are able to process many images at one time, which means that the use of visuals can be an easier and quicker way of communicating with the world around us (PwC Australia). We remember the things we see, and the feelings they invoke, better than words we read.

When interpreting photos there are certain things to look for that help convey a message that anyone can understand. At the top of a photo are desires or things that are imagined, whereas the bottom of a photo portrays reality. The left side of a photo is what is known, and the right side is the unknown. It is important to look at how things are positioned, colors used, how viewer perception affects the meaning being created, and the use of symbols or icons and how they are viewed based on cultural background.

The image above was used on a Facebook post in a mom group that I am in. When looking at this photo, the first thing that is noticed is the mother, who is positioned front and center. Colors are dull and muted. Her facial expression seems tired and angry, portraying the idea of being fed up. There is a use of symmetry, with four extra arms extending from either side of her body, holding various items that are symbols to represent all of the responsibilities she has. In the background, sitting on the couch, is the gray figure of a man, holding a glowing yellow object. This symbol is understood to be some sort of screen, such as a phone or computer. The visuals in this image lead to a message that mothers carry the burden of all responsibilities at home while the fathers either don't help or are distracted. Although we know this is not the case for all relationships, or the roles can also be reversed, this image was posted in frustration to the high expectations set on mothers at home. Without the use of words, one can look at this image and understand the message the creator is trying to get across to their audience, who is a group of struggling married and single mothers.

This second image is an editorial cartoon from https://theweek.com/. You see a smiling man receiving a check, but at the same time you see that money is being sucked out of his back pocket. The tube that the money is going through says "tariffs", and the end is where the check is shooting out into his open hand. This image clearly relates the idea that if the proposed tariff checks are distributed you are not really getting more money, you are only getting back a portion of your own money. The man looks happy to be getting his check but oblivious to where the money is coming from. Most editorial cartoons use a combination of visuals and words to make their argument (Crusius & Channell).

Much can be said without using a word. Our nonverbal and visual messages convey so much information and emotion that they can sometimes surpass what words alone can provide. 

Crusius, T., & Channell, C. (2016). The Aims of Argument: A Text and Reader (8th ed.). McGraw-Hill Education.

PwC Australia. (2017). The Power of Visual Communication.