Social Semiotics
Social semiotics is a communication approach focusing on making sense of the way people communicate dependent on their social settings. An element of this is called multimodality, which acknowledges how meaning is created through different "modes", like speech, gestures and pictures. It is concerned with signs and symbols, and the same these change based on context (Veltri, 2). It was championed by Michael Halliday, a British linguistic who developed the core principles of systemic functional linguistics ( O'Hagan , 2). More modern social semiotics has continued to build on his work even critiquing it. Scholar Lauren Alex O'Hagan explains that the theory has "come under scrutiny for the way in which it derives context from texts without accounting for the broader social practices, processes and people involved in their production or reception" (O'Hagan, 2). Some rules associated with the methodology are focusing on cultural context, s...