Social Semiotics

Social semiotics is a methodology that examines how signs and symbols create and convey meanings within a society. Developed initially by linguist Michael Halliday, social semiotics was further expanded by Gunther Kress to include visual communication, thus highlighting how images, texts, and gestures operate within social contexts to deliver complex messages. The significance of this methodology lies in its ability to help us understand visual storytelling, transcend language barriers, and effectively engage diverse audiences (PwC, 2017). Within social semiotics, specific rules guide the interpretation of visual elements. Vertical positioning in images indicates conceptual distinctions; elements at the top symbolize ideals, aspirations, and abstract concepts, whereas elements at the bottom represent reality, factual details, and tangible information. Horizontal positioning also conveys meaning, with the left side signifying familiar or known information and the righ...