Social Semiotics

Social Semiotics Explained

Social Semiotics is used in many social contexts. It examines how signs, or symbols or even language systems can be used to convey different meaning to achieve a certain effect in communication. You will find social semiotics, in various types of media or even face-to-face conversations. While not just one person can be pointed to for this discovery, Ferdinand de Saussure, R is often heavily associated with the methodology. 

Social semiotics is important because it helps us understand the meaning-making process in society. We are better able to understand languages, cultural differences, and ideologies. Social semiotics help us understand the world we live in, in a constructive way.

Some examples of this could look like the placement of photos. Some countries read left to right, so you need to understand the order of which you are reading in order to know what is happening. Additionally, size and positioning of photos in a layouts plays a large role in evaluating the importance of an image compared to its surroundings. 




These two images are very different and convey two separate emotions, but they use similar social semiotics, which overall create two powerful images.  


The first and second image both you high contrast colors. In the first image much of the white paint surrounds the woman face, this creates a focal point of interest. In the second image, while it is fairly neutral, has high contrast due to the black and white clothes. Having this contrast creates a boldness, which can translate into a very powerful image. Additionally, both of these women have captivating eyes, but they are not looking at us, they are looking away, which makes you ask where are they looking? This increases engagement greatly. 

These are just brief examples of how semiotics can be used to create powerful images. 


Lund, Kristie. “WEEK 3 – Visual Social Semiotic Analysis – Kristie Lund – theories of visual communication.” theories of visual communication, 22 August 2015, https://theoriesofvisualcom.wordpress.com/2015/08/22/week-3-visual-social-semiotic-analysis-kristie-lund/. Accessed 6 December 2023.

“Week 4: Visual Social Semiotics – Theories of Visual Communication '15.” Theories of Visual Communication '15, 28 August 2015, https://theoriesofviscomm2015.wordpress.com/2015/08/28/week-4-visual-social-semiotics/. Accessed 6 December 2023.


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