Social Semiotics

Social Semiotics is a method used to analyze and understand communicating through visual aspects other than verbal by using signs, symbols and images. Social semiotics were developed by theorists that dove into the study of how conversating and meaning is built and expressed through visual representations in society. The study of this method focuses on how we can depict social and cultural communication though images and examining how they can send messages and meaning. This study is vitally important because communicating visually plays a role that is vital for influencing behavior, shaping perspective and propagating information in certain contexts, including advertising, politics, media, and communicating everyday.

Social Semiotics place elements within an image to carry significance and allow meaning and understanding. For example, positioning an image at the top of an online platform often shows that the image is important or prominent. Elements such as images placed at the bottom might send a different meaning such as it is a support for the topic or words above. Showing a photo on the left side can show beginnings or origins, and photos on the right often imply progression or conclusions. Colors, sizes, shapes, and visual aids within a photo also are associated with different meanings and rules that contribute to the overall message being communicated.

Analyzing two images employing Social Semiotics:

Image 1: An advertisement showcasing a luxury watch brand. The watch is placed at the top center of the image and another area as well, signifying its significance and asserting dominance. The surrounding elements are minimal, emphasizing the focus on the product. The watch is set against a dark background, which shows mystery and luxury as well. The colors used are predominantly silver and black, symbolizing luxury and exclusivity.

Image 2: A political campaign poster featuring Obama. Barack Obama is positioned at the top and center of the page, signifying importance and dominance. The background comprises vibrant colors of each of the political parties, including shades of red and blue, which gets you thinking on the subject of politics. Obama is shown with a smile which shows a trusting gesture towards the people.

Through Social Semiotics, these analyses highlight how visual elements and their placement convey specific messages and meanings that influence the audience's perceptions and responses.