Social semiotics anyone?

Semiotics as mentioned and emphasized in class, refers to signs and symbols. These signs and symbols has the inherent capacity to make meaning and for it to be understood. However, social semiotics goes one step further to include the context of specific social situations and practices in studying how meaning is constructed and understood to fully see how social intervention contributes to 'the richness and complexity of semiotic production and interpretation.' As mentioned in a discussion of the work of Volosinov, 'signs may not be divorced from the concrete forms of social intercourse...and cannot exist, as such without it.' Based on my interpretation, what this means is that signs and symbols are a results of our need to communicate to different layers of the society (our family, friends, the bigger society) and hence, should not be analysed separate from its social communicative purposes and ability.

There are several key terms on semiotic resources:

Semiotic resource - the actions and artefacts that we use to communicate; which can range from physiological (e.g. facial expressions) to technological means (pen, computer).

Semiotic potential - the potential for making meaning where we need to study the past, present and future resources and their uses by drawing up an inventory.

Meaning potential - focuses on meanings that have already been introduced into the society, whether explicitly recognized or not. Each society is unique and hence have different ways of interpreting meaning because meanings are both objective and subjective (Gibson).

Affordances - potential uses of a given object, to bring in meanings that have not yet been recognized

Examples of inventories that have been drawn up in studying its semiotic potential is the framing of text and illustration in magazine advertisements as well as framing in school and office buildings (refer to reading page 7 - 22). Hence, the semiotic potential of framing has been applied to different contexts.

This poster is a semiotic resource with a certain meaning potential. The use of cardboard to represent the egg and ham strips to signify that the breakfast is bland and tasteless without the tomato sauce.
The semiotic potential of this ad is related to the framing of text and illustration in magazine advertisements, such as its 'pictorial integration'.
The empty space between the picture and the text as well as the bottle of ketchup signifies it as different in some way. The image maker would probably want viewers to view the ketchup as tasty, different from that of the bland breakfast set without the ketchup

(Taken from:http://www.geckoandfly.com/2007/05/27/heinz-ketchup-advertisement/)

Semiotic change
Semiotic resources is not something stagnant, but rather it will continue to evolve as the society changes. For example, in ancient times, the use of computers or its softwares as a form of communication was unthinkable, but as time passed and society changed, it has now become a new semiotic resource. Then as we progress even further, new ways of using existing semiotic resources i.e. now the use of computers have transformed the classrooms.

Metaphor
Semiotic change is brought about through metaphor and connotation because 'every semiotic resource and every use of semiotic resource was once an innovation, metaphor and connotation, which are always there in the background'. In the example mentioned above on computers or rather the world of computing, countless metaphors exist, some of which are:
- copy, paste and cut text
- surf the net
- throw a file into the thrash can

Through the examples of metaphors mentioned above, it relates the idea of 'transference' - 'of transferring something from one place or another, on the basis of perceived similarity between the two 'places'. Obviously in the world of computing, we do not physically copy, paste, cut, surf and throw, but because of the perceived similarity in the action that occurs, we relate it as such. This shows that 'we think of metaphor as a direct linguistic realisation of personal experience' and that 'they embody our everyday reality'.

Connotation
There are two types of meanings, one denotative, and the other connotative. While denotative meanings are more straighforward - 'something that is shared by speakers of all language', connotations are more subjective and variable because of the different meanings that can be attached to the same concept.
In terms of image, denotation is seen as - 'what' or 'who' is represented here?' and connotation is seen as 'what ideas and values are expressed through what is represented and through the way it is represented', which in itself is an abstract concept.
Although connotative are subjective and variable, it is invariably linked to the culturally shared meanings, because the different cultures that we belong to somewhat shapes the way we see and view things. Connotations can also be interpreted in the specific aspects of the way in which they are represented for example, style of artwork or the techniques of photography.