Social semiotics
Encyclopedia
Social semiotics is a branch of the field of semiotics
which investigates human signifying practices in specific social and cultural circumstances, and which tries to explain meaning-making as a social practice. Semiotics, as originally defined by Ferdinand de Saussure
, is "the science of the life of signs in society". Social semiotics expands on Saussure's founding insights by exploring the implications of the fact that the "codes" of language and communication are formed by social processes. The crucial implication here is that meanings and semiotic systems are shaped by relations of power, and that as power shifts in society, our languages and other systems of socially accepted meanings can and do change.
Social semiotics is thus the study of the social dimensions of meaning, and of the power of human processes of signification and interpretation (known as semiosis) in shaping individuals and societies. Social semiotics focuses on social meaning-making practices of all types, whether visual, verbal or aural in nature (Thibault, 1991). These different systems for meaning-making, or possible "channels" (e.g. speech, writing, images) are known as semiotic modes. Semiotic modes can include visual, verbal, written, gestural and musical resources for communication. They also include various "multimodal" ensembles of any of these modes (Kress and van Leeuwen, 2001).
Social semiotics can include the study of how people design and interpret meanings, the study of texts, and the study of how semiotic systems are shaped by social interests and ideologies, and how they are adapted as society changes (Hodge and Kress, 1988). Structuralist semiotics in the tradition of Ferdinand de Saussure focused primarily on theorising unchanging semiotic systems or structures (termed langue by de Saussure). In contrast, social semiotics tries to account for the variability of semiotic practices termed parole. This altered focus shows how individual creativity, changing historical circumstances, and new social identities and projects can all change patterns of usage and design (Hodge and Kress, 1988). From a social semiotic perspective, rather than being fixed into unchanging "codes", signs are considered to be resources which people use and adapt (or "design") to make meaning. In these respects, social semiotics was influenced by, and shares many of the preoccupations of pragmatics
and sociolinguistics
and has much in common with cultural studies
and critical discourse analysis
.
The main task of social semiotics is to develop analytical and theoretical frameworks which can explain meaning-making in a social context (Thibault, 1991).
, introduced the term ‘social semiotics’ into linguistics, when he used the phrase in the title of his book, Language as Social Semiotic. This work argues against the traditional separation between language and society, and exemplifies the start of a 'semiotic' approach, which broadens the narrow focus on written language in linguistics (1978).
For Halliday, languages evolve as systems of "meaning potential" (Halliday, 1978:39) or as sets of resources which influence what the speaker can do with language, in a particular social context . For example, for Halliday, the grammar of the English language is a system organised for the following three purposes (areas or "metafunctions"):
Any sentence in English is composed like a musical composition, with one strand of its meaning coming from each of the three semiotic areas or metafunctions.
Bob Hodge, in the Semiotics Encyclopedia Online, suggests that the following points sum up the major premises of Halliday’s social semiotics:
Hodge and Kress built on a range of traditions from linguistics (including Noam Chomsky
, Halliday
, Benjamin Lee Whorf and sociolinguistics
), but the major impetus for their work is the critical perspective on ideology and society that originates with Marx.
Hodge and Kress build a notion of semiosis as a dynamic process, where meaning is not determined by rigid structures, or predefined cultural codes. They argue that Ferdinand de Saussure
's structuralist semiotics avoided addressing questions about creativity, movement, and change in language, possibly in reaction to the diachronic linguistic traditions of his time (the focus on the historical development from Indo-European). This created a "problematic" legacy, with linguistic change relegated to the "contents of Saussure’s rubbish bin" (1988:16-17).
Instead, Hodge and Kress propose to account for change in semiosis through the work of Charles Sanders Peirce. Meaning is a process, in their interpretation of Peirce. They refer to Peirce's triadic model of semiosis, which depicts the "action" of a sign as a limitless process of infinite semiosis, where one "interpretant" (or idea linked to a sign) generates another. The flow of these infinite processes of interpretation are constrained in Peirce's model, they claim, by the material world (the "object"), and cultural rules of thought, or "habit". (1988:20)
Social semiotics revisits De Saussure's doctrine of the "arbitrariness of the linguistic sign
". This notion rests on the argument that the signifier only has an arbitrary
relationship to the signified) — in other words, that there is nothing about the sound or appearance of (verbal) signifiers (as, for example, the words "dog" or "chien") — to suggest what they signify. Hodge and Kress point out that questions of the referent become more complicated when semiotics moves beyond verbal language. On the one hand, there is the need to account for the continuum of relationships between the referent and the representation. Here, they draw on Pierce's differentiation between iconic signification (e.g. a colour photograph of smoke, where the signifier recreates the perceptual experience of the signified), indexical signification (e.g. a column of smoke, where there is a causal relationship between the physical signifier and the fire it might signify), and symbolic signification (e.g. the word "smoke", where the arbitrary link between signifier and signified is maintained by social convention).
Social semiotics also addresses the question of how societies and cultures maintain or shift these conventional bonds between signifier and signified. De Saussure was unwilling to answer this question, Hodge and Kress claim. This leaves the socially determinist implication that meanings and interpretations are dictated from above, by "the whims of an inscrutably powerful collective being, Society." For Hodge and Kress, social semiotics must respond to the question and explain how the social shaping of meanings works in practice (1988:22).
) (see, for example, Kress and van Leeuwen, 1996), thus approaching semiotics of culture (Randviir 2004). Theorists such as Gunther Kress and Theo van Leeuwen
have built on Halliday's framework by providing new "grammars" for other semiotic modes. Like language, these grammars are seen as socially formed and changeable sets of available "resources" for making meaning, which are also shaped by the semiotic metafunctions originally identified by Halliday. The visual and aural modes have received particular attention. Accounting for multimodality (communication in and across a range of semiotic modes - verbal, visual, and aural) is considered a particularly important ongoing project, given the importance of the visual mode in contemporary communication.
Semiotics
Semiotics, also called semiotic studies or semiology, is the study of signs and sign processes , indication, designation, likeness, analogy, metaphor, symbolism, signification, and communication...
which investigates human signifying practices in specific social and cultural circumstances, and which tries to explain meaning-making as a social practice. Semiotics, as originally defined by Ferdinand de Saussure
Ferdinand de Saussure
Ferdinand de Saussure was a Swiss linguist whose ideas laid a foundation for many significant developments in linguistics in the 20th century. He is widely considered one of the fathers of 20th-century linguistics...
, is "the science of the life of signs in society". Social semiotics expands on Saussure's founding insights by exploring the implications of the fact that the "codes" of language and communication are formed by social processes. The crucial implication here is that meanings and semiotic systems are shaped by relations of power, and that as power shifts in society, our languages and other systems of socially accepted meanings can and do change.
Social semiotics is thus the study of the social dimensions of meaning, and of the power of human processes of signification and interpretation (known as semiosis) in shaping individuals and societies. Social semiotics focuses on social meaning-making practices of all types, whether visual, verbal or aural in nature (Thibault, 1991). These different systems for meaning-making, or possible "channels" (e.g. speech, writing, images) are known as semiotic modes. Semiotic modes can include visual, verbal, written, gestural and musical resources for communication. They also include various "multimodal" ensembles of any of these modes (Kress and van Leeuwen, 2001).
Social semiotics can include the study of how people design and interpret meanings, the study of texts, and the study of how semiotic systems are shaped by social interests and ideologies, and how they are adapted as society changes (Hodge and Kress, 1988). Structuralist semiotics in the tradition of Ferdinand de Saussure focused primarily on theorising unchanging semiotic systems or structures (termed langue by de Saussure). In contrast, social semiotics tries to account for the variability of semiotic practices termed parole. This altered focus shows how individual creativity, changing historical circumstances, and new social identities and projects can all change patterns of usage and design (Hodge and Kress, 1988). From a social semiotic perspective, rather than being fixed into unchanging "codes", signs are considered to be resources which people use and adapt (or "design") to make meaning. In these respects, social semiotics was influenced by, and shares many of the preoccupations of pragmatics
Pragmatics
Pragmatics is a subfield of linguistics which studies the ways in which context contributes to meaning. Pragmatics encompasses speech act theory, conversational implicature, talk in interaction and other approaches to language behavior in philosophy, sociology, and linguistics. It studies how the...
and sociolinguistics
Sociolinguistics
Sociolinguistics is the descriptive study of the effect of any and all aspects of society, including cultural norms, expectations, and context, on the way language is used, and the effects of language use on society...
and has much in common with cultural studies
Cultural studies
Cultural studies is an academic field grounded in critical theory and literary criticism. It generally concerns the political nature of contemporary culture, as well as its historical foundations, conflicts, and defining traits. It is, to this extent, largely distinguished from cultural...
and critical discourse analysis
Critical discourse analysis
Critical discourse analysis is an interdisciplinary approach to the study of discourse that views language as a form of social practice and focuses on the ways social and political domination are visible in text and talk....
.
The main task of social semiotics is to develop analytical and theoretical frameworks which can explain meaning-making in a social context (Thibault, 1991).
MAK Halliday and the social semiotic in language
Linguistic theorist, Michael HallidayMichael Halliday
Michael Alexander Kirkwood Halliday is a British linguist who developed an internationally influential model of language, the systemic functional linguistic model. His grammatical descriptions go by the name of systemic functional grammar .-Biography:Halliday was born and raised in England...
, introduced the term ‘social semiotics’ into linguistics, when he used the phrase in the title of his book, Language as Social Semiotic. This work argues against the traditional separation between language and society, and exemplifies the start of a 'semiotic' approach, which broadens the narrow focus on written language in linguistics (1978).
For Halliday, languages evolve as systems of "meaning potential" (Halliday, 1978:39) or as sets of resources which influence what the speaker can do with language, in a particular social context . For example, for Halliday, the grammar of the English language is a system organised for the following three purposes (areas or "metafunctions"):
- Facilitating certain kinds of social and interpersonal interactions (interpersonal),
- Representing ideas about the world (ideational), and
- Connecting these ideas and interactions into meaningful texts and making them relevant to their context (textual)(1978:112).
Any sentence in English is composed like a musical composition, with one strand of its meaning coming from each of the three semiotic areas or metafunctions.
Bob Hodge, in the Semiotics Encyclopedia Online, suggests that the following points sum up the major premises of Halliday’s social semiotics:
- ‘Language is a social fact’ (1978:1)
- ‘We shall not come to understand the nature of language if we pursue only the kinds of question about language that are formulated by linguists’ (1978:3)
- ‘Language is as it is because of the functions it has evolved to serve in people’s lives’ (1978:4).
- There are three functions, or ‘metafunctions’, of language: ideational (‘about something’), interpersonal (’doing something’) and textual (‘the speaker’s text-forming potential’)(1978:112).
- Language is constituted as ‘a discrete network of options’ (1978:113)
Social semiotics and critical linguistics
Robert Hodge and Gunther Kress's Social Semiotics (1988) focused on the uses of semiotic systems in social practice. They explain that the social power of texts in society depends on interpretation: "Each producer of a message relies on its recipients for it to function as intended." (1988:4) This process of interpretation (semiosis) situates invidual texts within discourses, the exchanges of interpretative communities. The work of interpretation can contest the power of hegemonic discourses. Hodge and Kress give the example of feminist activists defacing a sexist advertising billboard, and spray-painting it with a new, feminist message."Text is only a trace of discourses, frozen and preserved, more or less reliable or misleading. Yet discourse disappears too rapidly, surrounding a flow of texts." (1988:8)
Hodge and Kress built on a range of traditions from linguistics (including Noam Chomsky
Noam Chomsky
Avram Noam Chomsky is an American linguist, philosopher, cognitive scientist, and activist. He is an Institute Professor and Professor in the Department of Linguistics & Philosophy at MIT, where he has worked for over 50 years. Chomsky has been described as the "father of modern linguistics" and...
, Halliday
Halliday
Halliday, Hallyday or Haliday could refer to:People:* Alexander Henry Haliday , Irish entomologist* Andrew Halliday , British journalist and dramatist...
, Benjamin Lee Whorf and sociolinguistics
Sociolinguistics
Sociolinguistics is the descriptive study of the effect of any and all aspects of society, including cultural norms, expectations, and context, on the way language is used, and the effects of language use on society...
), but the major impetus for their work is the critical perspective on ideology and society that originates with Marx.
Hodge and Kress build a notion of semiosis as a dynamic process, where meaning is not determined by rigid structures, or predefined cultural codes. They argue that Ferdinand de Saussure
Ferdinand de Saussure
Ferdinand de Saussure was a Swiss linguist whose ideas laid a foundation for many significant developments in linguistics in the 20th century. He is widely considered one of the fathers of 20th-century linguistics...
's structuralist semiotics avoided addressing questions about creativity, movement, and change in language, possibly in reaction to the diachronic linguistic traditions of his time (the focus on the historical development from Indo-European). This created a "problematic" legacy, with linguistic change relegated to the "contents of Saussure’s rubbish bin" (1988:16-17).
Instead, Hodge and Kress propose to account for change in semiosis through the work of Charles Sanders Peirce. Meaning is a process, in their interpretation of Peirce. They refer to Peirce's triadic model of semiosis, which depicts the "action" of a sign as a limitless process of infinite semiosis, where one "interpretant" (or idea linked to a sign) generates another. The flow of these infinite processes of interpretation are constrained in Peirce's model, they claim, by the material world (the "object"), and cultural rules of thought, or "habit". (1988:20)
Social semiotics revisits De Saussure's doctrine of the "arbitrariness of the linguistic sign
Sign (linguistics)
There are many models of the linguistic sign . A classic model is the one by the Swiss linguist Ferdinand de Saussure. According to him, language is made up of signs and every sign has two sides : the signifier , the "shape" of a word, its phonic component, i.e...
". This notion rests on the argument that the signifier only has an arbitrary
Arbitrary
Arbitrariness is a term given to choices and actions subject to individual will, judgment or preference, based solely upon an individual's opinion or discretion.Arbitrary decisions are not necessarily the same as random decisions...
relationship to the signified) — in other words, that there is nothing about the sound or appearance of (verbal) signifiers (as, for example, the words "dog" or "chien") — to suggest what they signify. Hodge and Kress point out that questions of the referent become more complicated when semiotics moves beyond verbal language. On the one hand, there is the need to account for the continuum of relationships between the referent and the representation. Here, they draw on Pierce's differentiation between iconic signification (e.g. a colour photograph of smoke, where the signifier recreates the perceptual experience of the signified), indexical signification (e.g. a column of smoke, where there is a causal relationship between the physical signifier and the fire it might signify), and symbolic signification (e.g. the word "smoke", where the arbitrary link between signifier and signified is maintained by social convention).
Social semiotics also addresses the question of how societies and cultures maintain or shift these conventional bonds between signifier and signified. De Saussure was unwilling to answer this question, Hodge and Kress claim. This leaves the socially determinist implication that meanings and interpretations are dictated from above, by "the whims of an inscrutably powerful collective being, Society." For Hodge and Kress, social semiotics must respond to the question and explain how the social shaping of meanings works in practice (1988:22).
Social semiotics and multimodality
Social semiotics is currently extending this general framework beyond its linguistic origins to account for the growing importance of sound and visual images, and how modes of communication are combined in both traditional and digital media (semiotics of social networkingSemiotics of Social Networking
Social media gives humans an instant connection to communicate with others. Social media is "used to describe the type of media that is based on conversation and interaction between people online...
) (see, for example, Kress and van Leeuwen, 1996), thus approaching semiotics of culture (Randviir 2004). Theorists such as Gunther Kress and Theo van Leeuwen
Theo Van Leeuwen
Theo Van Leeuwen is the dean of the Faculty of Humanities and Social Sciences at the University of Technology, Sydney.Van Leeuwen studied linguistics at the University of Sydney, and taught communication theory at Macquarie University and the London College of Printing. He is one of the main...
have built on Halliday's framework by providing new "grammars" for other semiotic modes. Like language, these grammars are seen as socially formed and changeable sets of available "resources" for making meaning, which are also shaped by the semiotic metafunctions originally identified by Halliday. The visual and aural modes have received particular attention. Accounting for multimodality (communication in and across a range of semiotic modes - verbal, visual, and aural) is considered a particularly important ongoing project, given the importance of the visual mode in contemporary communication.