Social Semiotics

Linguist, Michael Halliday, coined the term social semiotics in 1978. Social Semiotics refers to the idea that certain ideas or objects convey meaning. The communication from these ideas or objects, and how we interpret them, shapes our perception of the world. Social semiotics enables us to perceive meaning effectively and improve our understanding. When a sign is provided with context, it can convey its intended meaning in order to elicit a response. 

In order to properly analyze or interpret, images are broken down into three categories: representational, interactive meaning, and compositional. Representational refers to the reality either in a concrete or abstract manner. This category is then broken down into narrative and conceptual. Narrative describes connected events within an image. Conceptual refers to classification, definition, and analysis. Interactive meaning refers to contact, distance, and point of view. Contact helps explain connections between the viewers and the image. Distance refers to the distance between the image and viewer. Point of view is the angle of the image which can indicate power, attitude, or engagement. The compositional category includes information value, framing, salience, and modality. Information value addresses the layout of information. The top is the ideal, the bottom is the real, the left is the given, and the right is the new. 

Image 1:

Representational: The image shows a vibrant and large Big Mac at the center of the frame. Below the emphasized image is the name of the burger and to the left is their logo. The background gradually gets darker as the distance increases from the Big Mac. The focal point, which is the burger, is coming from the center which suggests that the image is a transactive narrative representation. 

Interactive Meaning: There is no contact between the viewer and the image. While there is no direct contact, the emphasized and vibrant burger may invoke feelings of hunger. The image is close up with limited distance making the burger seem more tangible. The viewers point of view is slightly lower than the burger making the Big Mac seem grand and superior. 

Compositional: The bland and boring background contrasted with the vibrant Big Mac allows the image to capture greater attention. The top of the image, which includes the burger, is the ideal. The bottom which includes the title of the burger represents the real. The left of the image is the logo which refers to the given or known. The viewer is directed to the center as the light increases towards the middle. 

Image 2: 

Representational: The image depicts a strong and powerful woman. The background has contrasting colors that are vibrant. The solid background of the image highlights the focal point at the center. The woman is making eye contact with the audience and has an emotionless expression. This image would be considered a narrative representation. 

Interactive Meaning: There is direct eye contact between the viewer and the subject of the image. The eye contact and closeness of the image may invoke feelings of intimidation or make the message more personal. The viewer is at eye level with the woman which may allow the reader to feel equal and more connected to the subject. 

Compositional: The yellow background contrasted with the blue shirt puts emphasis on the subject. The top of the image has a phrase which is the ideal. The left of the image includes the subject which represents the given or known. It represents the strength and power that women have. The viewer is directed to the subject because she stands out against the solid background.