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.     

Brands as semiotic molecular entities

The purpose of this article is to contribute to the understanding of how brands are a phenomenon endowed with signs and meanings. From the background of Peirce's process of representation a model is developed that characterises brands as a network with three semiotic dimensions. Signs of brands spread out in the markets and establish relations of dependence between different elements. Brands can be defined through the wholeness of these semiotic elements and their relations, resembling a molecule. Thus, it is proposed that brands can be regarded as tridimensional molecule-shaped networks of semiotic elements that evolve through continuous processes of representation. The implications of the model are discussed and the article ends with suggestions for future research.     

The interplay of (semiotic) technologies and genre: the case of the selfie

ABSTRACT

The selfie is one of the most widely publicized, criticized, and debated visual phenomena of our time. However, formulating a definition of the selfie is not straightforward, as visual clues – be they representational or compositional – alone are not sufficient for identification. Recognizing an image as a selfie, rather than a portrait, often requires viewers to interpret the image in relation to the technological and sociocutural context in which the photo was taken and shared. In this paper, we consider the technological conditions that have shaped the evolution of the selfie as a visual genre. Central to our discussion is the premise that the selfie is not simply a genre for self-representation, but means of generating various perspectives: that of the selfie maker, the represented visual participant, and the viewer identification. This unique perspective-generating affordance of the selfie is both facilitated and constrained by the various technologies involved in selfie practices. On the one hand, the technological and physical constraints of the smart phone camera give rise to a specific form of “distorted” look which makes certain types of selfie possible. On the other hand, social media platforms facilitate the sharing of selfies, which results in increasingly stylized and creative ways in which perspectives of the self can be represented, negotiated, and, in the case of selfies manipulated via apps, augmented.     

The observer actant in the contemporary legal discourse: a semiotic meditation*

ABSTRACT

The sensorial access to the law that a society grants to its members is underpinned by a logic of exhibition and disclosure that, in turn, results from a more abstract cultural propensity to either transparency or opacity. Through investigating the systems of signs by which the functioning of the law is either concealed to external audiences or manifested to them in a more or less spectacular way, one can gain a firmer grasp on the juridical aesthetics of a society. This semiotic approach entails two advantages: on the one hand, the possibility to compare and contrast different regimes of disclosure and secrecy in the synchronic dimension, connecting the discourse of the law with other – apparently distant – types of discourse, adopting the same aesthetics of transparency or opaqueness in other domains of social life and discursive production; on the other hand, the opportunity for a more insightful intelligence of the diachronic development of such aesthetics, so that it may be interpreted as the long-term byproduct of historical watersheds in the history of culture. The article, in particular, proposes to link the socio-pathology of anorexia with several other practices and texts of present-day culture that adopt the same rhetoric of transparency in other discursive arena, including that of law. In all these sign productions, indeed, the trend that predominates is one that, adhering to an ideology of immediacy and transparency, pretends to eliminate all filters, all hindrances, but also all material signifiers that would mar the purity of the content. Although this utopia cannot correspond to any actual semiotic state – for any content needs a material expression to be conveyed – it nevertheless exerts a powerful influence on the present time, until it manifests itself in extreme forms of ‘transparentist’ radicalism.     

The social semiotic of homophone phrase substitution in Chinese netizen discourse

The paper addresses an ingenious way by which Chinese netizens manage to reach their intended audiences under the radar of censors surveying the Internet in China. One specifically Chinese social use of language in this respect is the option to express criticism by using inoffensive characters that share the same or similar pronunciation with politically sensitive phrasing. We identify this type of expression as homophone phrase substitution (HPS). The device has been part of Chinese since ancient times under the name political metaphor. We address the main constraints at work in HPS, especially the role of voice (prosodic contour) that guides the construction of two divergent kinds of aboutness. Leaving aside its critical function in contemporary society, by contrasting HPS with verbal irony, metaphor, and Australian rhyming slang, and by drawing on semiologie and semiotics, indirect speech acts and implicit deixis, we suggest that this linguistic option throws new light on the semantic/pragmatic distinction.     

The clown's carnival in the hospital: a semiotic analysis of the medical clown's performance

The medical clown's multimodal performance in the hospital takes place within its rigid space. A clown in a hospital is a paradox. “Medical clowning” is a metaphor taken from two seemingly unrelated fields of meaning, juxtaposing what is medical, scientific, serious and logical with clowning, emotions, carnival spirit and humour. The clown addresses barriers erected by illness, pain, alienation and distress with a continuous flexible performance of humour and fantasy tailored to changing conditions and circumstances. A clown, by definition, threatens the public order and seemingly has no place in the hospital paradigm. The current article compares medical clowns to carnival clowns, examines the medical clown's flexible performance, illustrates it with case studies, presents a semiotic analysis of the clown's journey through the hospital and examines the significance of the performance on the ideological level.     

Elite mobilities: the semiotic landscapes of luxury and privilege

Tourism is immensely powerful in (re)organising large-scale inequalities and privileges. In the rapid expansion of ‘luxury tourism’ we find a wing of this truly global culture industry openly committed to the symbolic production of elite status, distinction and privilege. Our visual essay here offers a series of multimodal, multi-voiced statements arising from a research project that explores and critiques the lavish semiotic economies and strict interactional orders of these ‘new’ elite mobilities. Mimicking the fleeting encounters of super-elite travellers themselves, we undertook a series of ethnographically grounded but patently frugal sorties into five different spaces (or modes) of luxury travel. Drawing on our own fieldwork material and quoting the visual rhetoric of advertisers, we trace the normative production of an ostensibly enclavic landscape that imagines (or re-imagines) limitless aspirations and unbounded pleasures for all consumer-citizens regardless of their power or wealth.     

Observatory's linguistic landscape: semiotic appropriation and the reinvention of space

Using a longitudinal ethnographic study of the linguistic landscape (LL) in Observatory's business corridor of Lower Main Road, the paper explores changes brought about by the influx of immigrant Africans, their artefacts and language practices. The paper uses the changes in the LL over time and the development of an “African Corner” within Lower Main Road, to illustrate the appropriation of space and the unpredictability, which comes along with highly mobile, technological and multicultural citizens. It is argued that changes in the LL are part of the act of claiming and appropriating space wherein space becomes summarily recontexualized and hence reinvented and “owned” by new actors. It is also argued that space ownership can be concealed through what we have called “brand anonymity” strategies in which the identity of the owner is deliberately concealed behind global brands. We conclude that space is pliable and mobile, and that, it is the people within space who carve out new social practices in their appropriated space.     

Begging and belonging in the city: a semiotic approach

Citizens develop routine spatial enunciations through which they “domesticate” both the intensity of transition and the extension of distance implied by moving across a city and smooth out the frontiers between environments of belonging (e.g. home) and environments of non-belonging (e.g. the streets). Yet urban “accidents” constantly threaten the impermeability of such routine spatial enunciations. Beggars represent, from the point of view of citizens, an instance of such urban “accidents”. The primary goal of urban beggars is to intercept the routine spatial enunciations of citizens, stop them, and convince them to donate part of their money. In order to achieve these goals, beggars develop a series of micro-strategies that can be analyzed as both semiotic practices and urban performances. At the same time, citizens constantly reabsorb these micro-strategies in their routine spatial enunciations, pushing beggars to the elaboration of new strategies, and so on and so forth, in a continuous struggle between the citizens’ desire to protect their feeling of sedentary belonging and the beggars’ need to invade it. From this point of view, routines of sedentary belonging are a manifestation of power. But why are citizens willing to have their routine spatial enunciations through the city be stopped by all sorts of agencies (for instance, the commercial agency of advertisement), whereas they cannot wait to expel beggars from the urban landscape? Perhaps this discrepancy depends on the elimination of the spiritual discourse of charity from the urban arena?     

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.     

Brand response analysis: a Peircean semiotic approach

The purpose of this article is to organise and simplify the concept of brand response. It is a development of the authors' semiotic approach to the concept of brand, which uses a triadic model based on the Peircean levels of analysis of the sign. The original model distinguishes three levels: identity, object and response. This article briefly describes the first two levels and goes into more depth with regard to brand response. From the theoretical point of view, the authors' approach inverts the survey method used to ascertain positioning, image and value of the brand. Firstly, brand response is associations occurring in the minds of the reporting agent. Associations create awareness, and not the other way round, which is the concept underlying the current theory of brand equity. From the point of view of practice, it is the authors' belief that the main contribution made by the triadic semiotic model applied to brand response is that of the importance of “firstness”, i.e. the most immediate response possible. It is with a concern for ease of application that this article hopes to contribute by making brand analysis and assessment more intelligible. This article should be seen as an exploration into the possibility of simplifying the analysis of brand response. Its originality lies in the effort to return to the very reason for the existence of branding. The authors are convinced that by choosing differentiation as the guiding principle of their approach they have valorised what is essential, which is sometimes lost in more complex modelling.     

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.     

US citizenship policy in the pacific territory of Guam

In 1950 the United States Congress approved the Organic Act of the Territorial Government of Guam which provided the island with a republican form of local government and American citizenship. The Act, however, does not completely fulfill the requirements of US Constitutional principles and law. Guamanians do not have representation in the Federal Government and do not pay Federal income taxes. The Organic Act produced a strange and confusing relationship between the United States and Guam. The contention of this research is that the fundamental problem with US citizenship policy in the Territory of Guam is (1) constitutional ambiguity, and (2) associated misconceptions concerning the theory and practice of American federalism, both of which might be remedied through either semi‐sovereignty of American statehood, or Guamanian independence.     

A semiotic study of regional branding reflected in the slogans of Korean regions

The purpose of the present analyses of regional slogans is to provide a semiotic perspective for understanding the symbolic communication systems involved in the construction of Korean regional governments. This study attempts to evaluate the slogans in terms of the semantic and morphological aspects of the texts. Findings show an overuse of signs within the slogans of regional governments that weakened the delivery of information regarding local identity. A leading slogan for a large region may create a unique identity in relative terms, whereas second-tier regions tend to mimic the success of others. The present research illustrates that each region of Korea cannot be differentiated in terms of a semantic analysis of linguistic signs. The communication tendencies that influence the creation of slogans for Korean regions are morphologically complex but semantically simple, resulting in the failure of these regions to secure distinctiveness in their individual brand identities.     

A semiotic analysis of intergeneric borrowings in print advertisements in Jordan

This paper presents a semiotic analysis of Arabic print advertisements in Jordan. In particular it investigates the phenomenon of intergeneric borrowings. The focus of the study is to provide interpretation of the connoted meanings of these borrowings in light of the sociocultural context that has given rise to them. It also aims to show how these borrowings and the other signs intersemiotically complement each other to achieve their communicative function. To this end, a variety of print advertisements were collected from three major daily newspapers in Jordan, Al-Rai, Ad-Dustour, and Al-Ghad. The analysis draws on Chandler's model of semiotic analysis. The analysis has revealed that the borrowings in the sample data represent specific values derived from the viewers’ sociocultural and ideological repertoire. Some of them have the functions of building rapport through creating a celebrative or humorous atmosphere, word play, word replacement, and ambiguity connoted by references to popular culture and mundane situations, while some have the function of creating credibility, commitment, and morality through references to religious discourse and cultural memory.     

Exploring the semiotic meaning of the first oil city in the Middle East: Masjed Soleyman

This study aims to provide a perspective on the symbolic characteristics of oil cities by focusing on the example of the first oil city in the Middle East, Masjed Soleyman city. Studies of oil cities are generally based on their industrial characteristics rather than their symbolic meanings. However, since oil became a distinctive symbol in the Middle East, these cities need to be examined from an altered perspective. Therefore, the present study analyses the urban context of Masjed Soleyman city based on four concepts of “city as overall sign”, “image of city”, “language of city” and “interpretation/communication” as well as the derived indicators from each concept. It is concluded that given the critical importance of oil at both the national and international levels, oil production was arguably maintained or sustained by various treatments of this city's inhabitants. In the process of exploring this ancient city, the study portrays that Masjed Soleyman characteristically symbolises control, social segregation and surveillance.     

Courtroom proverbial murals in Lebanon: a semiotic reconstruction of justice

Inspired by the “rituality” and “symbolism” of the courtroom as a discourse of space, this paper sheds light on the semiotic weight of the tiled-mosaic murals of Arabic proverbs displayed in the courtrooms of the Palace of Justice in Beirut, Lebanon. This paper attempts to draw attention to the discursive importance of these courtroom proverbial murals in the conceptualization of justice in the Lebanese legal and judicial system by unfolding the semiotic code of the proverbial murals. This work categorizes the murals under investigation (20 murals) into three “functional” or semiotic categories: social (six proverbs), quasi-judicial (nine proverbs; three of which are religious, two ethical, and four political) and judicial (five proverbs). On a positive note, this investigation highlights the functionality of the linguistic (i.e. proverbiality) and artistic (calligraphy and design) components of the proverbial murals as a semiotic tool to inter-faith national unity in Lebanon. Nonetheless, the same semiotic features signal a spatially “mutating” justice, from one courtroom to another and thus a socioethical, religious and political relativism in perceiving justice.