Social Semiotics

 What is social semiotics and why is it important?

Social semiotics is a methodology that focuses on understanding how people communicate in different social settings, and how the different vessels of communication develop ones understanding of the world and relations to others. This includes writing, visuals, audio, gestures, and spatial patterns. Social semiotics were largely developed by Michael Halliday in his book Language as Social Semiotic. Halliday breaks down how language cannot be separated from society and discusses how language is a social semiotic, which opens up a pathway to the "semiotic approach," an approach that broadens the outlook on written language in linguistics (which then developed into other channels of communication). So why is this important? Social Semiotics is important because it outlines how we all understand different levels of communication and creates a framework for "meaning-making."

What are some rules associated with social semiotics?

 A semiotic system is made up of signs, meanings, and codes. Robert Hodge and Gunther Kress introduced 3 levels to the theory; Firstly ionic signs - "where the signifier resembles the signified" for example, a photograph. Secondly, Indexical signs - "signs where the signifier is caused by the signified" for example, smoke means fire. Lastly, denotation - "the most basic or literary meaning of a sign." For example, a daisy is a flower. 

Within visual social semiotics (or ionic signs), there is a focus on the interpretation and content of an image. The way photographs are taken, the placement of the camera, the positioning of the models or their gaze, body language, etc. are all visual things an audience can pick up on and use to interpret the meaning of photographs. According to theories of visual communication, Information value acts as a guide for how information is displayed among ionic signs, items towards the top of a photograph hold "ideal information," the bottom holds "real information," the left holds "known information," and the right holds "new" information.

Something I would like to analyze using this methodology or theory is political campaign ads. I am interested in seeing how politicians use ionic signs to positively promote themselves or negatively promote their opposition. Let's have a look at the two images below and assess them through social semiotics.

Ignoring the writing on these photos, visually you can dissect the visual social semiotics between the positive and negative depictions of both Donald Trump and Joe Biden. In the positive depictions, you see the candidates making eye contact with the viewer, smiling, and signaling a thumbs up. The colors are bright and eye-catching, and patriotic colors are featured. Eye contact creates demand with the viewer, and salience is created through the colors, these are all subconscious themes the viewer takes away from these photographs. Now in comparison, the negative depictions of each candidate feature black and white//dull colors, lack of eye contact, and a "facepalm" gesture. This gives the viewer a negative feeling toward the candidates, and the placement of each in the center depicts information that will hold the image together.

Important links:

https://theoriesofviscomblog.wordpress.com/visual-social-semiotics/

https://multimodalityglossary.wordpress.com/social-semiotics/

Online Arguments

For today's assignment looking into online arguments and their validity, I decided to use one of my own TikTok video comment sections to demonstrate the lack of substance and outrageous statements often associated with online arguments. I chose this comment section for this assignment because the video sparked some controversy (weirdly), and it immediately came to mind when researching for this project because of the ridiculous arguments made in my comment section.  For example:

The first negative example I would like to acknowledge is a majority of people who disagreed with my video were commenting under private accounts with no real name or profile photo attached. You see accounts like this all over the internet, trolling creators and saying things they usually wouldn't because they don't feel the accountability they normally would in an in-person interaction. 

The second negative example is this user's argument having nothing to do with the content of the video; because they disagreed they resulted in using insults and immediately got defensive. The content needs to be addressed to form a valid argument, and there needs to be supporting evidence. This is something else I see online often because social media is a place to leave short comments and captions. It is infrequent to see an argument backed with facts and evidence. On top of this, because so much content is thrown in people's faces and commenting is so accessible, people feel the need to argue over pretty much anything they can. It is easier to scroll through a video or post you disagree with than take the time to comment and argue in the comment sections. Still, there is a weird source of adrenaline and validation people can receive through online arguments.

The 5 Rules of Online Arguments

1. Determine if it is something worth arguing about

Before you go ahead and start typing away, ask yourself; is it essential for me to engage in this comment section?

2. Focus on the content and not on the looks of the creator/outside factors 

Many times I have seen people disagreeing with creator's opinions and responding with hate comments to demean them; this has no positive effects. The point of an argument is voicing your opinion and trying to persuade the opposition of your point of view, and that can't be done without focusing on the topic at hand.

3. Back your argument with evidence 

Incorporating facts or even a hyperlink to your argument is very easy to increase your credibility.

4. Take into account the opposing view

I know it is hard to listen to something you disagree with, but it is essential to listen and understand what the other person is trying to say.

5. Be kind

Is this something you would say in person? Are you hiding behind a private account? If the answer is yes it probably isn't an argument you should be making.

Here is the link to my video!

https://www.tiktok.com/@rinoa.storms/video/6985705181962964229

Toulmin Method

What is the Toulmin method?

According to the textbook, the Toulmin method is a "technique based on the work of Stephen Toulmin, a contemporary philosopher who contributed a great deal to the understanding of argumentation. This method will allow you to analyze the logic of any argument; you will also find it useful in studying the logic of your own arguments as you draft and revise them." (Green 284)

One important piece of this method includes "warrants." Warrants are unstated assumptions the author of an argument may make, assuming the reader is already in agreement with their statement and does not need to further argue or explain their point. Readers should always take into account possible missing statements (or warrants) to study the soundness of an argument. According to the textbook "a writer may intentionally keep warrants unstated to discourage readers from thinking too hard about an argument's underlying principles." (Green 285)

Another important piece to the Toulmin method includes "qualifiers." A qualifier is meant to narrow down a statement so opposers aren't able to point out exceptions to the argument. This can be done by making wording more specific or removing assumptions/universal claims from the argument.

The last important piece of the Toulmin method is the use of a rebuttal. According to the textbook "a rebuttal is a statement that shows that the writer has anticipated counterarguments and diffused them by showing their flaws." (Green 286)

How has the Toulmin method been used online?

https://www.cnn.com/2023/02/25/opinions/kids-online-safety-act-congress-brown

One way I have experienced the Toulmin method being used online is through Political Op-Eds and opinion pieces published on news sites. The article above is a CNN opinion article on how congress can help protect children online. When reading through the argument, the warrant is stated clearly; the author doesn't just state that online is often unsafe for minors but provided context and statistics about minors viewing potentially harmful content such as pornography. The argument is stated clearly and concisely which includes the "qualifiers" aspect, and the rebuttal includes a popular counterargument and why that argument is faulty. 

Although there are many examples through opinion pieces published online, I think it is important to note many sources do not include proper evidence conveyed through the Toulmin method, but we as readers can use this newfound information to check the credibility of articles and sources moving forward.

Social Pro's Podcast

 The podcast I decided to study in relation to online communication was Social Pros; Keeping Social Real with Dr. Brian Boxer Wachler. Many points brought up in this podcast reflect what we have been learning in class, and were very interesting and informative. Their podcast as a whole, hosted by Anna Hrach and Daniel Lemin, focuses on all of the positive and innovative things coming out of social media, but the episode we are discussing today focuses more on the cons and the importance of using social media in a healthy way.

The guest being featured is Dr. Brian Boxer Wachler, an eye surgeon who blew up on the social media app Tik Tok for his medical-related content and stitches, racking up over 3 million followers and over 100 million likes. The start of this podcast discusses how Dr. Wachler gained such a massive following on social media, and how that has affected him. During covid like many others, Brian had found himself with a huge amount of downtime and quickly noticed the growing number of health-related videos circulating the app Tik Tok. This allowed him to reach a much wider audience than previously possible through a private practice or medical facility. This largely connects with our in-class learning and recent presentation on how social media affects interpersonal communication. Within the chapter "Communication and Technology" in our textbook I found the quote "Digital communication makes up most of the lives of youth today--whether it be mobile phones or social networking, the predominant current forms." (Green 210) This complements the previously mentioned piece of the podcast because it goes to show that social media really does act as an online community, full of insightful information and relationships just waiting to begin.

Although that is something very positive, the podcast goes on to discuss the possible harmful effects of social media. The first big topic covered is fake news and information being spread across social platforms. Dr. Brian Boxer Wachler states: "there is a huge number of health-related videos that are going viral, with hundreds and thousands and millions of views, but the information is totally not accurate; it is wrong or even dangerous" (Hrach & Lemin, 2022, 4:59) Dr. Wachler's content mainly consists of discrediting inaccurate health claims, which is extremely helpful to the online community. In class, we also discussed fake news when we focused on how social media was used throughout the pandemic. When Covid sent us all into shutdown, social media usage rates increased drastically. Because of this, people were also exposed to more fake news and personalized feeds with biased information. 

Dr. Wachler explains how many social platforms' algorithms don't fact-check information, can become addictive, and a string of other harmful behaviors that are possibly taken away from social media. I loved listening to this podcast and highly recommend you all to go check it out if you are wanting to learn more! Down below I am including a link to one of Dr. Brian Boxer Wachler's Tik Tok videos:

https://www.tiktok.com/@brianboxerwachlermd/video/7098435324136705322?lang=en

Social Media and History

How has social media played a role in the 2020 civil rights movement and protests?

 In late 2019, or early 2020, Covid 19 sent the world into a complete shutdown. For over a year we were all asked to stay inside, isolate and distance ourselves from others. With limited options for keeping ourselves busy during quarantine, it's no surprise social media usage skyrocketed. Apps like Instagram, Snapchat, and Facebook allowed families and friends to keep in touch during unprecedented times, but that was not the only focus of these platforms. On May 25th, 2020, George Floyd was killed by a police officer, which sparked outrage and widespread protests against police brutality, and racially motivated crimes. Before social media, protests may get news coverage but nowhere near the screen time that is capable of today. Organizations like Black Lives Matter took over social media by storm and were able to reach people all over the world, something that was previously impossible.

How is social media changing the way people document history?

Before social media, there were newspapers, books, and television that would share news or historical moments/figures with their audience. However, these were nowhere 

near as powerful or accessible as social media, with limited space and time, not every story could be shared. Nowadays people carry their smartphones everywhere, to the grocery store, while hanging out with friends, or in bed. There is constant and instant access to endless bounds of information. Historical moments are shared in real-time, for example, the civil rights protests of 2020. It's not just something we would read about in a small back section of a newspaper, or years later in history books, but something viewers of social media could follow and even participate in all across the world. 

Give an example of how it’s been used in a positive, or negative way.

Although social media has many positives, there are also negatives that come along with it. Fake news and personalized feeds can be dangerous and misleading. When scrolling on social media apps, you are shown posts that are similar to what you choose to interact with, which can erase diversity and opinions that vary from your own. An example of this includes conspiracy theories like QAnon, it is easy to fall into extremes when you are only presented with one side of a debate, or told that opinions equal factual information.

If you are interested in reading more about QAnon or how social media promotes fake news I have included a couple different links below to check out.

Article on social media and fake news

Article on QAnon

Gymshark online communication

 To explore how companies use social media platforms and other forms of online communication as marketing I decided to look into the brand Gymshark. This is an activewear brand that I had never previously heard of outside social media that has become one of the most popular fitness brands in the country. The first thing I decided to do was take a look at their website, which was easy to navigate, full of color and photos, and quotes that are very on-brand for what they are selling. Underneath each clothing item, there was a detailed description of the item, the material, and measurements as well as the activity they are best for. Something gym shark does on their socials that I think is very smart is recruiting "Gymshark athletes." Popular fitness influencers are recruited to wear the brand and film with Gymshark for promotion. I think this form of online marketing is super smart because consumers are going to see all of their favorite fitness influencers repping the brand. 

When on their website, towards the top of the page is the search bar, your bag, and the drop-down menu that features all their clothing items. Smack in the middle you are met with two women wearing matching Gymshark sets, and holding dumbbells, if the same of the website didn't already give away what they are selling the viewer immediately gets a good view of the product. The further you scroll down it just gives more options to browse new colors and fits as well as Gymshark's goal as a company is to unlock its user's full potential and look good while doing it. I do think this is an effective setup because immediately when visiting the sight you are shown the product and different ways to access what they are selling. Most people come to the website to shop and not to read their company goals. 

Gymshark clearly identifies its identity online by posting athletes and gym rats working out in their brand. As I mentioned before recruiting popular fitness influencers as "Gymshark athletes" clearly targets an audience that is interested in fitness. Their website is full of athletes modeling their attire and they only sell clothes designed for fitness.

One thing I think Gymshark could do to improve its online communication is to target some of its advertisements for beginners. A lot of their marketing is using people at peak physique, which is motivating but also possibly intimidating for people that are just starting out at the gym. I also think they could advertise men more on their website. Men are used a lot in their social media marketing but I noticed a majority of the cover photos on the Gymshark website is women. 

Here is the website for reference:

https://us.shop.gymshark.com/?gclsrc=aw.ds&&gclid=CjwKCAiA0JKfBhBIEiwAPhZXD3jD-TNj3yI0fglyIvjJsp2AQw8J9IRK1inwpv7P4RHmoR1QvUA1wxoCk10QAvD_BwE&gclsrc=aw.ds

Digital Immigrant/Native Divide

 What is the immigrant/native divide and how has it affected the way students learn?

According to Prensky, the immigrant-native divide is something created between those who have grown up in the digital age vs. those who did not. Prensky explains it like learning a language; the younger generation is more fluent in technology because it is like a first language, whereas the older generation has had to adapt and learn it later in life like a secondary language. Growing up in the age of technology has completely reworked the way students learn and process information. Digital natives like to access their information super quickly, participate in multitasking, and frequent reward. It is much harder for the younger generation of students to excel in current schooling because it is not progressing with the digital natives, and many digital immigrants are teachers and professors that are caught in the old ways of learning. 

According to Prensky, what category do you fall into and how has this affected your learning?

According to Prensky, I fall under the digital native category. I grew up watching TV, listening to music on an iPod touch, and having the internet at my fingertips. This has definitely affected my learning, specifically once I got older and gained access to a smartphone and social media. I started developing attention issues, and it became progressively harder for me to learn traditionally in a classroom. I do think the schooling and teachers need to adapt with the generations, ADHD is skyrocketing and it is difficult for digital natives to learn in ways that may be expected of them. However, I think technology has allowed me to become a quick thinker and learn in a different way than previous generations have.  

https://www.eschoolnews.com/files/2020/05/Top5LanSchool05072020.pdf