Theo Van Leeuwen Introducing Social Semiotics
In this introduction to social semiotics, Van Leeuwen presents a rich discourse to describe the ways in which various semiotic resources communicate in specific locations and practices. In addition, Part I offers practical methods by which students can begin to explore the various uses of semiotic resources, identify semiotic rules, trace semiotic change, and analyze the function of various artifacts. In Part II, Van Leeuwen introduces the key dimensions of semiotic analysis,w hich are always part of every communicative event and every semiotic artefact. More specifically, Van Leeuwen provides students with the basic tools in which they can begin to study the use of a plurality of discourses in various social practices, and analyze multimodal communicative acts through an examination of genre, style, modality, rhythm, and composition. Finally, this text introduces students to principles of verbal and visual linking, which constitute different forms of communicative acts, so students can study the ways in which the verbal and the visual interact to make meaning and affect change. In the final chapter, Van Leeuwen introduces concepts that will help students analyze various forms of dialogue.
- studies the ways in which people use semiotic resources both to produce communicative artifacts and to interpret them in the context of specific social situations and practices
- compares and contrasts semiotic modes
- studies ways in which semiotic resources are regulated in specific locations and practices
- practice of analysis and observations to discover new semiotic resources
- Mode of enquiry based on Halliday’s social semiotic view of language
- Reads all artifacts as texts
- Does not study what signs stands for but how it is used
Semiotic resources: the actions and artifacts used to communicate, whether produced physiologically or technologically (1)
Semiotic potential: potential for making meaning
Affordance: potential uses of a given object
Modality: concept through which semioticians study how people use semiotic resources to create the truth or reality values of their representations, to communicative whether they should be taken as true or false
Multimodal: combination of different semiotic modes in one communicative event or artefact
Social semioticians are in the business of:
- Inventorizing semiotic resources and investigating how they are used in specific contexts
- Discover and develop new semiotic resources and new ways of using them.
- Inventorizing different types of rules, taken up in different ways in different contexts
- Analyzing the various ways semiotic resources are used through analysis of discourse, genre, style, and modality in which they are used.