Social Semiotics and the Related Interpretation

This study examined novel coronavirus (COVID-19) messages on select Nigeria-based WhatsApp groups. Viewed through the lens of the Rumour Theory, the study applied content analysis and social semiotics (multimodal discourse analysis) methods. Data were elicited from three purposively selected WhatsApp groups, using the constructed and continuous weeks approach. The sample covered 6 weeks (42 days), spread across March, April, and May 2020. Findings from the content analysis showed that texts, comments, and linked message on COVID-19, had the highest frequency. The frequency of messages peaked in March and steeply tapered downwards in April and May 2020. The multimodal discourse analysis demonstrated a preponderance of messages about vaccines, treatment, prevention, lockdown, and conspiracy theories. A significant number of COVID-19 messages were based on rumours and misinformation from spurious sources, with a few from credible sources. The study recommended that to help flatten the misinformation curve, timely, unambiguous and accurate COVID-19 information should be provided from official sources.

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GET IT, GIRL! An exploration of "fitspiration" content on Instagram using visual social semiotics and social comparison theory

10.32920/ryerson.14652144 ◽

2021 ◽

Author(s):

Kaitlyn McGuirk

Keyword(s):

Social Media ◽

Social Comparison ◽

Young Women ◽

Professional Communication ◽

Social Comparison Theory ◽

Social Semiotics ◽

Comparison Theory ◽

Young Females ◽

Media Platform ◽

Female Bodies

By definition “fitspiration” (fit + inspiration) is any message designed to inspire or motivate individuals to achieve their fitness objectives. These messages are usually accompanied by an image of a very fit person performing a physical activity. Fitspiration messages seem to be everywhere with more than 12 million results on Instagram alone. This Master of Professional Communication Major Research Paper (MRP) explores the “fitspiration” phenomenon on the social media platform Instagram by examining 50 images tagged with “#fitspiration” during March and April 2017. Informed and analyzed through multiple methods including content analysis, visual social semiotics theory, discourse analysis and social comparison theory, this report seeks to answer the research questions: (1) What are the characteristics of “fitspiration” images on Instagram that are aimed at young women? (2) What messages do these media images convey? (3) What are the implications of these messages on young women? The results of this study suggest that the “thin-ideal” that is embedded in western culture still dominates social media and the “fitspiration” community, which continues to negatively impact young women’s self-esteem and body image. However, based on the findings there is a shift to the “strong is the new skinny” mentality where the captions and comments of each image are overwhelmingly positive in nature with little to no existence of destructive discourses. In an attempt to lessen the effects of such idealized and unrealistic portrayals of female bodies on young women there must be this continued presence of constructive messages and conversations on social media, coupled with education and social media literacy for young females.

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The bigger picture: an examination of socially conscious art and design produced by Armando Milani and John Quigley in collaboration with the United Nations

10.32920/ryerson.14654337 ◽

2021 ◽

Author(s):

Azza Abbaro

Keyword(s):

United Nations ◽

Detailed Examination ◽

Theoretical Framework ◽

Social Semiotics ◽

Art And Design ◽

Seminal Work ◽

The United Nations ◽

Palestinian Children ◽

Initial Research ◽

Over Time

This thesis explores the ideology of the United Nations (UN) as manifested through external visual communications materials which have been produced in collaboration with artists and graphic designers since the organization’s inception in 1945. Initial research showed frequent usage of the symbols of the dove and olive branch, which have been known to connote “peace” over time and across a variety of cultures. A detailed examination of two specific works of socially conscious art and design, Translating War Into Peace and Pablo Picasso’s Peace Dove by Palestinian Children in Jericho, shows the multilayered and more meaningful adoption of these symbols by their respective designer Armando Milani and artist John Quigley. Using the theoretical framework of visual social semiotics and the “visual grammar” outlined by Gunther Kress and Theo van Leeuwen in their seminal work Reading Images, this paper examines how Milani and Quigley have produced compositions that represent how the UN views peace— namely, as a process that requires not just ending wars but working to continuously build peaceful infrastructures.

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Multimodal metaphors: from language as a condition to text to the notion of texture as a meaning-making semiotic resource

Revista de Estudos da Linguagem ◽

10.17851/2237-2083.28.2.893-915 ◽

2020 ◽

Vol 28 (2) ◽

pp. 893

Author(s):

Clarice Gualberto ◽

Záira Santos ◽

Ana Clara Meira

Keyword(s):

Social Media ◽

Meaning Making ◽

Social Semiotics ◽

Concepts And Categories ◽

Ways Of Thinking ◽

Do So

Abstract: In this paper, we attempt to provide some ways of thinking about text, relating it to the concept of metaphors, multimodality and texture. Our aim is to develop new insights in meaning making and communication more generally, by bringing examples of memes; a relatively new genre, often seen on social media posts. To do so, we discuss the notion of text (HALLIDAY; HASAN, 2002; BEAUGRANDE, 1997; KRESS, 2010) and then, we discuss texture as a semiotic resource for the production of texts and its metaphors (DJONOV; VAN LEEUWEN, 2011). To exemplify some concepts and categories, we explore memes, seeking to understand their constitution as well as their qualities and potential meanings of visual textures deployed in the text to make meaning material through multimodal metaphors.Keywords: text; texture; social semiotics; multimodal metaphors.Resumo: Neste artigo, pretendemos propor algumas maneiras para se pensar a noção de texto, relacionando-a aos conceitos de metáfora, multimodalidade e textura. Nosso objetivo é desenvolver novos insights a respeito da produção de sentido e da comunicação de forma geral. Como exemplo, trazemos memes com o bordão “É verdade esse bilete”. Como esse gênero é relativamente novo e frequentemente visto em posts nas redes sociais, discutimos a noção de texto (HALLIDAY; HASAN, 2002; BEAUGRANDE, 1997; KRESS, 2010) e de textura como um recurso semiótico para a produção de textos e suas metáforas (DJONOV; VAN LEEUWEN, 2011). Para exemplificar algumas noções e categorias, exploramos os memes, buscando compreender como eles se constituem, assim como suas qualidades e seus possíveis sentidos de texturas visuais utilizadas para produção de metáforas multimodais.Palavras-chave: texto; textura; semiótica social; metáforas multimodais.

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