Social media as semiotic technology and social practice: the case of ResearchGate’s design and its potential to transform social practice

ABSTRACT

This article addresses the need for critical approaches to social media by bridging the focus on language and other semiotic resources that characterises discourse studies with the broader perspective on social media as social, cultural, economic and technological constructs that dominates media and cultural studies. Specifically, we propose a model for analysing how social media as semiotic technologies, that is, technologies designed to enable and constrain meaning-making, may transform social practices. By incorporating Van Leeuwen’s [2008. Discourse and Practice: New Tools for Critical Analysis. London: Oxford University Press] framework for the critical analysis of discourse and social practice, the model extends the social semiotic approach developed in recent critical multimodal studies of software such as PowerPoint to social media, which function primarily to provide platforms for and commodify social practices, rather than to offer rich arrays of semiotic resources for creating multimodal texts and artefacts. Using the academic social network site ResearchGate and the practice of research peer review, we illustrate the model’s capacity to account for the ways the design of social media platforms – through the semiotic resources they make available and the ways these are presented – enables and constrains their users’ ability to perform key social practices and has the potential to transform these practices.     

Studying social media as semiotic technology: a social semiotic multimodal framework

ABSTRACT

How do we study social media technology? While social semiotics provides an extensive toolkit for analysing multimodal texts and semiotic practices, the study of social media as semiotic technology poses a significant challenge to existing research methodologies. In this article, we present a social semiotic framework that allows us to describe in analytical details the multimodal meaning potentials offered by digital social media technology and connect these to multimodal text-making and semiotic practices while underscoring the role of technology. Our framework is organized around seven interrelated and inherently informed dimensions: (1) multimodality, (2) practice, (3) the social, (4) medium, (5) the material, (6) the historical, and (7) the critical. This framework could pertain to most types of semiotic technologies, but will here be developed for accounting for social media technologies, and its viability will be illustrated with examples from Instagram. By developing this framework, we aim at elaborating the theoretical basis and analytical tools of social semiotics, and thereby contributing to bringing forward increased understanding of how social media technology enables making, enacting and managing meaning.     

Styling the self online: semiotic technologization in weblog publishing

ABSTRACT

Testing on digital semiotic production the concepts of (self-)styling and technologization of discourse, developed for offline linguistic phenomena, the article investigates the role of digital platforms in shaping the relation between self-expression online, semiotic regulation and the social construction of taste. By focusing on the use of semiotic resources of webdesign for identity expression, the study analyses the semiotic regimes emerging from regulatory practices and webdesign styles on WordPress, and their influence on the changes in the projected identity of a personal blogger. In spite of the participatory character of WordPress, results show the role of the platform in objectifying/technologizing hegemonic semiotic preferences, with consequent normalising effects in bloggers’ self-styling practices. The conclusions relate the findings to broader power dynamics in the social construction of taste and their implications for both online and offline forms of self-expression.     

Deconstructing competing courtroom narratives: representation of social actors

Underpinned by the assumption that the import of the facts and the law in the courtroom depends on how they are invoked and (re)presented mainly through language use by courtroom interactants, this functional linguistic study critically scrutinizes representation strategies that opposing lawyers use to position social actors in their narratives, integrating Halliday’s concept of transitivity and van Leeuwen’s inventory of social actor representation. The findings reveal that the two sides consistently exhibit contrasting discursive practices, and that referential choices and grammatical positioning constitute major semiotic resources that work in concert to construct different identities and alternate realities, and negotiate interpretations of the guilt and innocence of the defendant and the victims. Social actor representation, it is argued, constitutes an important contingency bearing on the outcome of this institutional discourse. Such resources are deeply intertwined with each presenter’s underlying ideologies in this institutional discourse.     

Defensive semiotic strategies in government: a multimodal study of blame avoidance

In this article, I argue that when officeholders try to avoid blame, they often engage in defensive performances which can be analysed in terms of how they exploit various multimodal semiotic resources to ward off (potential) criticism: the setting, appearance, and manner chosen for a particular interaction with an audience; and both verbal and non-verbal ways of arguing, legitimising, framing, and representing social actors and actions. I apply these analytic categories to interpret the data gathered during fieldwork at a major training event of British government communicators. By combining insights from multimodal discourse analysis, discourse-historical studies of organisational behaviour, and recent research into blame avoidance in public administration, I demonstrate how certain semiotic strategies used by officeholders have an effect of backgrounding the ideas about any possible norm violations that government communicators may have been associated with in the eyes of critical audiences, such as lying, spin doctoring, and using tax money for propaganda campaigns that may not actually serve the interests of the public. I suggest that analysts of government communication should pay more attention to the defensive practices of government insiders, and study in great detail how these practices are incorporated into everyday behaviour through professional training.     

Exploring construction project design as multimodal social semiotic practice

ABSTRACT

The semiotic nature of design and engineering communications has often evaded direct interrogation; specifically the representation of requirements using multiple semiotic modes. This paper explores the semiotic character of requirement representation in the construction project design and engineering process by mobilising a social semiotic analytic framework to reveal how project artefacts (e.g. drawings; digital imagery; physical objects) are multimodal resources that critically affect stakeholder engagement and interpretation. The focused empirical study from a hospital construction project reveals the motivations and effects of multimodal and semiotic communicative choices of different parties (e.g. client; architect; engineer; design consultant) engaged on the same project; the representation (or not) of requirements via various semiotic modes being a social and political process. The contribution of the paper is in revealing the semiotic character of requirement representation and the relevance of semiotic-informed enquiry for an industry continuing to develop new technologies (e.g. virtual reality; BIM – building information modelling) for design and construction work.     

Metaphor and social action: how worker attention is translated into capital

Using the example of attention, this paper argues that there is a tendency to treat conceptual metaphors as representational resources at the expense of critically examining how they are implicated in the material structuring of social action. Rather than understanding metaphor in terms of transference, it is proposed that the concept of translation be applied to how we theorise the workings of metaphor. By translating rather than merely transferring concepts from one domain to another, metaphors function as semiotic materialisations that give structure to social action. It is through metaphor that human attentional processes are made to be translated into the material practices of knowledge work under cognitive capitalism. However, for attention to be translated from cognitive process into labour more than a simple associative process must take place. The attention-as-labour metaphor does not just transform how we think about work, it lends itself to transforming how work is performed and managed. In this way, as discursive resources metaphors participate in the constitution not only of our understanding of social realities but also how we build and act within those realities. Thus, metaphors are not just evidence of asymmetries in power relations but also function as instruments of those asymmetries.     

mStories: exploring semiotics and praxis of user-generated mobile stories

Innovations in information and communication technologies have allowed people to actively author multimodal content and engage in new meaning-making practices. New Literacies research has gone some way to understanding new meaning-making behaviours. However, this research often derives its understandings from studies undertaken with students enrolled in formal educational settings. Mobile technologies are increasingly situated outside such domains; the informal use of these devices by adults remains on the periphery of scholarly focus. mStories is a creative participatory digital mobile storytelling project. Taking a multidimensional perspective, this article presents the in-depth case analysis of one participant and their mStory. A semiotic analysis found that the user-generated content demonstrated complex and sophisticated multimodal sense relations. However, control over the textual or compositional meta-function of the text was determined largely by the computer interface, with users habituated to relinquishing authorial control over this element. Within this study, mobile literacy praxis was characteristically ad hoc and contextually embedded, and though mobile technology invites such practices, users were neither determined nor limited by this, and happily turned to other devices where necessary.     

Regulatory harmonization and agricultural biotechnology in Argentina and China: Critical assessment of state‐centered and decentered approaches

The international harmonization of technology‐related regulations seeks certain norms across diverse contexts. Harmonization efforts are based primarily on the promulgation of state‐centered command and control forms of regulation, though they may also be accompanied by the diffusion of more plural approaches that are decentered from the state. We contrast the ways in which the “proper” use of transgenic cotton seed technologies is understood in harmonizing regulations with the way this technology is used in practice in regions of Argentina and China. We find divergence that poses challenges for both state‐centered and decentered approaches to harmonization. While state‐centered approaches are blind to some critical processes on the ground, decentered strategies are found wanting in situations where norms remain deeply contested amongst actors situated in very uneven power relations. In both cases, we find that establishing and securing norms that are socially just and environmentally sustainable means attending much more explicitly to the political economies in which technological practices actually take root.     

Analysing multimodality in an interactive digital environment: software as a meta-semiotic tool

The present paper discusses issues arising from the use of an interactive digital software tool to analyse multimodal communication. The focus is on the ways in which such technical resources and associated techniques enable the analyst of social semiosis to apply different types of analysis, and provide the site for critical reflection upon the results of such analyses. The aim is to present an argument for the use of an interactive digital software application as a meta-semiotic tool. Three major challenges for scholars engaged in multimodal social semiotics are addressed in pursuing this aim, specifically with reference to the development of digital interactive analytical resources. Firstly, scholars are faced with the task of not only accounting for an increasing range of semiotic resources, but also for the way different semiotic phenomena interact to produce meaning. Secondly, the multimodal semiotician has a broad range of analytical approaches potentially relevant to any task to draw upon. Thirdly, the nature of contemporary media forms offer challenges themselves in terms of access, analysis and presentation of analysis.     

Comparing regulatory processes in genome editing and autonomous vehicles: How institutional environments shape sociotechnical imaginaries

This study compares the regulation of two emerging technologies, the CRISPR genome-editing system and Connected and Autonomous Vehicles (CAV) in the United States. The study draws on 33 in-depth interviews with innovation and governance experts to study the relationship between their regulatory environments and developing beliefs about these technologies. Using sociotechnical imaginaries as a framework, we explore how social actors envision technologically driven futures and the social order that enables them. These imaginaries are essential to emerging technologies, where experts build a framework of potentialities for innovation still underway. While scholarship has documented how sociotechnical imaginaries arise among policymakers, groups of scientists, state and local stakeholders, and public actors in different countries, less has been said about how regulatory organizations and their actors shape expectations around technologies that are in the early and middle stages of development. This article finds that regulatory institutions shape emerging imaginaries along three related axes: the distribution of authority, technological novelty, and risk. Interviewees negotiate these three contingencies differently based on relevant extant regulatory structures and ideologies, resulting in distinct imaginaries around each technology. CRISPR actors envision genome editing as largely diminishing biomedical harm and eventually suitable for health markets, while CAV actors diverge on whether self-driving cars alleviate or exacerbate risk and how they may enter roads. That organizational structures and practices of regulation inform broadly held sociotechnical imaginaries bears significance for studies of innovation trajectories, suggesting regulators can take an active role in shaping how risks and benefits of emerging technology are defined.     

Check Out My Moves

Building on earlier assessments of visual representation in air and missile defenses, and on investigations of the role of representation and perception in warfare more generally, this article offers a semiotic analysis of the signifying practices and processes that are a necessary part of America's Ballistic Missile Defense systems. The argument is made that missile defense – a range of projects aimed at protecting the United States by intercepting enemy missiles in flight – provides a recurrent site of contestation of the image. To illustrate this, examples of the use and testing of missile defense technology to date are analysed from a broadly social semiotic perspective, with specific emphasis on the concepts of signs, codes and modality. Taking this approach indicates that, in the supposedly routine process of representing “threats” in a visual format, even the most sophisticated missile defense systems in use today still encounter severe difficulties, with potentially deadly consequences. This potential for misperception is itself an inherent part of the process of coding and decoding spatial data, represented in a visual format involved herein, which raises significant questions about the vision of nuclear security promised by ballistic missile defense.     

The private safety net: The role of charitable organizations in the lives of the poor

Abstract

As welfare reform unfolds, nonprofit social service agencies will increasingly be called upon to help fill the gap between what unskilled and semiskilled mothers can earn in the low‐wage labor market and what they need to meet their monthly expenses. This article draws on in‐depth interviews with low‐income single mothers and multiyear observational studies of two nonprofit social service agencies.

Using these data, the authors show what kinds of resources these agencies provide low‐income single mothers, how mothers mobilize the resources available, to what degree agencies actually contribute to mothers’ cash and in‐kind resources, how agencies distribute their resources, and what effect agencies’ distribution practices have on these women. The analysis shows that although nonprofit social service agencies are a crucial part of many low‐income mothers’ economic survival strategies, they cannot come close to substituting for the eroding public safety net.     

“We have to tell our own story”: semiotics of resisting negative stereotypes of Nigeria in the heart of Africa nation branding campaign

This study examines the semiotic resources deployed in resisting negative stereotypes of Nigeria in the international community, particularly representations of the country in the Western media. Data for the study were drawn from Nigeria’s Heart of Africa nation branding campaign. The study applies the discourse-historical approach (DHA) pioneered by Ruth Wodak of the Vienna School of CDA. DHA attempts to integrate much available knowledge about the historical sources and the background of the social and political fields in which discursive events are embedded. Further applying Reisigl and Wodak's presentation of the discursive strategies normally oriented towards understanding texts related to nations and national identities, among others, the study reveals that in appropriating the semiotic resources in the campaign, the discourse producers have predilection for the discursive strategies of mitigating negative attributes which the out-group intensifies, and highlighting positive attributes which the out-group seemingly under-reports in its representations of Nigeria. Notwithstanding the rhetorical dynamics of the semiotic resources, the study concludes that enduring national image management thrives on creating new images and associations lived by a country’s citizens rather than tries to refute old ones.     

A framework for the multimodal analysis of online news galleries: What makes a “good” picture gallery?

The development of digital technology in recent years has led to a revolution in news production and dissemination. In terms of production, we have witnessed a fundamental shift towards visual story-telling. Images dominate the verbal story space and have the potential to become the story themselves. Beyond this, they are also creating unique spaces for themselves (e.g. the online news gallery), with new multimodal genres posing challenges for practitioners and analysts alike. The potential effects of such fundamental shifts on the professional news story-telling practices of the legacy news media provide a rich research opportunity for understanding both how and whether news organisations fulfil their mandate of making sense of the plethora of information that is now available. In this paper, we concern ourselves with one particular innovation in visual news reporting – the online news gallery, or picture gallery in journalism terms. We report on a qualitative analysis of 35 galleries from 12 English-language newspapers with online presence from Europe, North America, Australia and Asia, and interrogate the choices made by institutions in composing this particular type of multimodal “text”, as it is situated in a professional, news story-telling context. In doing so, we explore how a systemic-functional semiotic approach to multimodal news discourse may help us to access the meaning potential of this emerging genre as a vehicle for multimodal digital news reporting, present a framework for the multimodal analysis of online news galleries and consider its implications for the education of media practitioners.     

Doing (things with) sounds: introduction to the special issue

This special issue aims at analyzing music as a site of social semiosis, i.e., at investigating the manifold ways in which music is constituted as a socially shared event. The papers collected here follow three main threads, considered as central aspects of music making: studying the kind of coordination and participation required to make music together; looking at the semiotic resources employed by musicians to construct their roles in interaction; examining the relationship between language and music. A variety of perspectives is adopted, ranging from social semiotics to conversation analysis, anthropology, multimodal analysis, and critical discourse analysis. Such a variety is also reflected in the musical traditions – Western art music, jazz, gospel, church hymns, pop music – and in the settings under examination, which comprise instructional activities like musical classes and rehearsals, as well as ordinary conversations and written accounts of musicians' biographies. Issues of epistemicity and authority, intersubjectivity, correction of musical action, solidarity, and ideology are thereby addressed. The issue thus aims at exploring the richness and complexity of music making as a social practice, and documents how the integration of different disciplinary perspectives can offer fruitful insights on music as a domain of sociality which lies at the intersection of aurality and writing, norm and creativity, individuality and collectiveness.     

Intersemiotic Texture: analyzing cohesive devices between language and images

Recent research on multimodal discourse has explored the nature of semantic relations between different semiotic resources. Drawing on the interpretation of language as a social semiotic resource, this article proposes Intersemiotic Texture as the crucial property of coherent multimodal texts and presents a preliminary framework for cohesive devices between language and images. The framework is illustrated through examination of print media to demonstrate how the image–text relations are meta-functionally orchestrated across experiential, textual and logical meanings at the discourse stratum. A discourse-based model is suggested to analyze image–text logical relations complementary to existing grammar-based approaches. This research also develops a meta-language to describe Intersemiotic Cohesive Devices from two complementary perspectives: Intersemiotic Cohesion not only functions to integrate different modes together when multimodal discourse is conceptualized as a finished product, it also constitutes essential text-forming resources for semantic expansions across language and images during the ongoing contextualization of meanings in real time.