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Social Semiotic Multimodality

Jewitt, C; Henriksen, B; (2016) Social Semiotic Multimodality. In: Klug, NM and Stöckl, H, (eds.) Handbuch Sprache im multimodalen Kontext = Handbook of Language in Multimodal Contexts. (pp. 145-164). De Gruyter: Berlin, Germany. Green open access

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Abstract

This chapter gives an introduction to social semiotics, its conceptual origins in linguistics, notably in the work of Halliday, and how it has been developed as an approach within multimodality. The key principles of this approach are discussed, and five key concepts are outlined. The chapter illustrates the application of a social semiotic multimodal approach to the social media platform Pinterest to explore users multimodal design of their homepages to construct style, with a focus on their construction of gendered style. The resources of image, colour, and writing are examined,with attention to how their use is shaped through the interaction of social norms and the designed affordances of Pinterest.

Type: Book chapter
Title: Social Semiotic Multimodality
Open access status: An open access version is available from UCL Discovery
DOI: 10.1515/9783110296099
Publisher version: https://doi.org/10.1515/9783110296099
Language: English
Additional information: This version is the version of record. For information on re-use, please refer to the publisher’s terms and conditions.
Keywords: social media, social semiotics, Pintrest, multimodality
UCL classification: UCL
UCL > Provost and Vice Provost Offices > School of Education
UCL > Provost and Vice Provost Offices > School of Education > UCL Institute of Education
UCL > Provost and Vice Provost Offices > School of Education > UCL Institute of Education > IOE - Culture, Communication and Media
URI: https://discovery.ucl.ac.uk/id/eprint/1519801
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