Visual Communication Online

An analytical method for comprehending popular culture that heavily emphasizes the social aspects of meaning is called social semiotics. This methodology, which sees popular culture as a collection of social and cultural facts inside a system of differences, was created to methodically close the perceived gaps between various types of popular culture. The phrase 'social semiotics' was coined by linguistic theorist Michael Halliday and used in the title of his book, Language as Social Semiotic. This brought the concept to the field of linguistics. The significance of social semiotics lies in its capacity to explore the intricacies of modern mass culture, encompassing film, television, and digital media.

Interpreting signs and symbols in popular culture is governed by a number of norms and principles in social semiotics. For example, the arrangement of pictures within a frame might indicate various meanings. In the visual hierarchy, the image at the top may represent prominence, authority, or power. On the other hand, a picture near the bottom might convey a feeling of solidity, foundation, or grounding. Pictures positioned on the right could represent advancement, creativity, or the future, while those on the left could suggest the past, customs, or a time frame.


Nike shoes are linked with performance, style, and attractiveness; this image communicates these ideas through the use of social semiotic clues. The image's focal point, the hand holding the shoe, alludes to an immediate connection and interaction with the item. The Nike logo is placed in a way that reinforces the brand's reputation for innovation and modernity in the athletic footwear market, while also inviting viewers to interact with the product by imagining themselves in possession of it and evoking feelings of desire.


We can see this image as a representation of the emotional benefits of companionship and the joys of pet ownership via the lens of social semiotics. The girl and the cat are positioned at the middle of the frame, indicating their significance. Along with the physical act of hugging, it highlights the emotional connection between the two characters and seeks the audience to concentrate on their relationship. It also sends a message of love, comfort, and connection. A cozy and welcoming atmosphere is created within the picture by the background scenery, which supports these emotions even more.

Citations:

Gualberto, C. (2018). Social Semiotics. https://www.researchgate.net/profile/Clarice-Gualberto/publication/325764226_Social_Semiotics/links/5b229735a6fdcc69746119b9/Social-Semiotics.pdf

Person, Bob, & Hodge. (2014). Social Semiotics: 5 : The routledge companion to global popular cultu. Taylor & Francis. https://www.taylorfrancis.com/chapters/edit/10.4324/9780203081846-5/social-semiotics-bob-hodge

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