Visual Communication Online

Social semiotics can be described as the meaning that something brings, this can be through the making of a meaning or by the meaning that is being implied through it. Since social semiotics is something that can change depending on the social setting and culture it does not have any hard set restrictions as mentioned by Theo Van Leeuwen in Introducing Social Semiotics "Semiotic resources are not restricted to speech and writing and picture making. Almost everything we do or make can be done or made in different ways and therefore allows, at least in principle, the articulation of different social and cultural meanings" (Van Leeuwen 4-7). The discovery of social semiotics can be credited to Halliday, he pushed forward the idea that language grammar should not be just a strict way of writing but rather a form used to make meanings (Van Leeuwen 4-7). Social semiotics is very important for a few major reasons such as the meanings that it can place on something, its potential can be found by the user depending on what it is needed for, and it also can make use of meanings that are already in society. 

This methodology comes with the rules of there being a potential meaning in anything. The placement of a photo is no different, it can be used to help create the meaning that you want to present to others. Van Leeuwen writes in his book about how visuals can give the feel of distance or connection depending on how it is placed and used (Van Leeuwen 4-7). Placing a photo at the top can give it a sense of importance since it is the first thing the viewer sees making it play the role of tone-setter, but the placement at the bottom can provide the viewer with a remainder or call to action. Placing a photo on the left or right of the text can mean that they are providing emphasis on a specific phrase or definition of an unknown wording making it an important piece.

In the picture above we see a man with graying hair, soulful eyes, and wrinkles symbolizing physical characteristics such as aging, wisdom, and life experience. The eyes are the main focus of the photo adding depth and feeling giving the viewer a window into the man's life. The black and white tone works to emphasize the difference in hair color and draw attention to the aging on the face suggesting a person who experienced life and the slight pinch of the brows points to challenges they may have faced during his life journey. Invoking the viewer to reflect on their own life and the experiences that they have had and how they might be as they age through life.

In this second picture, we see a young boy with a father figure in the bathroom. The father figure seems to have been in the act of shaving based on the shaving cream on his face, the young boy seems to be standing very still as shaving cream is applied to his face. Though the boy is much too young to have any facial hair that would require shaving the father figure includes him in the act giving the sense of care, grooming, and the transitioning of the boy to the young man. This provides the feeling of the father figure guiding the young boy, teaching him cultural traditions, and rituals, and sharing wisdom. This photo invokes the viewer to reflect on the father-son relationship shown in the photo, the transition the boy is going through, and personal growth.

Works Cited:

Matthews, Julia. “Nothing Is Better than Real Life,” DFA, 2021, www.documentaryfamilyawards.com/project/nothing-is-better-than-real-life-photo-awards-fall-2021/. Accessed 15 Mar. 2024.

S., David. “Closeup Portrait of a Scruffy Homeless Man with Weathered Skin Looking at the Camera, Ambient Occlusion, Sense of Hopelessness,” Medium, 26 Jan. 2024, medium.com/@aiarchitect/create-impactful-black-and-white-portraits-with-this-simple-midjourney-hack-bc9450b397e1. Accessed 15 Mar. 2024.

Van Leeuwen, Theo. Introducing Social Semiotics. London, Routledge, 2005, pp. 4-7, discovery.ucl.ac.uk/id/eprint/10110581/3/Bezemer_Reading%203%20-%2013%20-%2022%20Aug%202020.pdf. Accessed 15 Mar. 2024.