Social Semiotics

 

    Social Semiotics is in basic methodology a study of communication and how people communicate in different social settings.  While semiotics on its own focuses on signs and symbols, social semiotics attempts to explain the meaning of these signs and symbols in human to human interaction.  One of the founders of the concept, Ferdinand de Saussure described social semiotics as "the science of the life of signs in societies" The purpose of studying social semiotics is not just to get an understanding of people in general, but also an understanding of cultural insight and critical thinking as well. 

Social Semiotics can best be described by following these ten concepts:

1) Signs and Symbols - This is central to semiotics to begin with.  They can involve words or pictures that someone can visualize to some sort of degree

2)  Multimodality - How different modes like language, sounds, gestures, and images work together in order to create meaning

3) Semiotic Resources - Words, grammar, images, color, sounds, music.  These are the visual

4)  Contextual Meaning - Social, cultural, and situational context can determine content

5) Intertextuality - Text that is influenced by quotes or other existing forms of text

6) Ideology - Some signs and symbols can influence those with particular beliefs, especially those with religious and political ideals

7) Genre and Discourse - News articles, books, Academic articles, and Advertisements have their own rules when it comes to communication

8) Visual Grammar - Composition, framing, perspective, and the use of color and symbols.

9) Agency and Reception - How individuals and communities produce and interpret signs and symbols

10) Critical Analysis - The questioning of assumptions and power structures

You can use Social Semiotics when observing images to get a better understanding of what is going on if you take any of the ten concepts above into consideration

Take this stock photo of a woman for example.  She appears depressed.  You can tell because of her body language, darker colors, and the gloomy weather in the background, which further adds symbolism to the depressing atmosphere.  

Or how about this photo?  This woman appears more happy.  You can tell the message for this photo is meant to be more uplifting both with the brighter colors, the woman's body language, and the quote by Omar Khayyam inserted into the image.

Even internet memes fall under social semiotics, as they serve as a means of online communication usually to convey a sort of message whether its to promote laughter, a cause, critique, etc.     (https://www.tandfonline.com/doi/full/10.1080/10350330.2017.1303020?src=)

Digital Smackdown: How A Toxic Business lost to trolls

 

There's a saying on the internet: "Do not Argue with Trolls, it means they win". 

Through time and time again, we've seen arguments break out real quick on the net ranging from serious discussions to not so serious discussions.  

Most of the time, trolls exist for the sole purpose of spreading chaos and get a reaction out of its intended victims for a multitude of reasons.  In some cases, the trolls may even call out the actions of those who deserve criticism.  For example: I'd like to discuss the downfall of a family business called Amy's Baking Company, because it is an example of how one shouldn't act in an online argument.

Amy's Baking Company was a family owned restaurant in Arizona owned by Amy Bouzaglo and her husband Samy.  Their restaurant was featured in an episode of Gordon Ramsay's Kitchen Nightmares.  Viewers and Ramsay himself were displeased to learn the conditions of how the restaurant was being run.  Patrons found themselves waiting too long for service and the owners were pocketing any tips earned by their servers, whom were often fired, especially if they spoke out.  For a show that prided itself on helping struggling restaurants improve, Ramsay admitted there was no fixing a business if the owners didn't change their ways.  The episode drew the attention of online trolls, who took to social media, leaving one-star reviews, criticizing the Bouzaglo Family for their business practices, and others simply were looking to poke some chaos into a situation.  

Regardless of the criticism, The Bouzaglos broke a huge rule when it came to dealing with trolls: They went on the offensive and made fools of themselves in an explicative post on their company's Facebook page, cursing out their critics and reveling in their own arrogance.

Needless to say, that post only made their situation much worse.  Instead of having a calm and educated argument, or even taking the words of their critics into perspective, the Bouzaglos reacted negatively and made no effort in arguing their side.  They gave the trolls what they wanted and rather than solve the problem, they got what they deserved.  Critics responded by digging up information about the Bouzaglos and without hesitation, weaponized it against them, forcing their business to shut down and had Samy Bouzaglo deported because of his criminal record. (https://www.reputationdefender.com/blog/orm/4-examples-of-online-fights-that-caused-permanent-reputation-damage)

The sad thing is, the whole situation could have easily been avoided if the Bouzaglos would have chosen to listen to the criticism coming their way.  Because for the most part, the criticism against them was warranted, and even if it wasn't true.  Let's just assume for a moment that Ramsay was wrong and they were hypothetically this upstanding business with zero problems.  It still wouldn't mean the Bouzaglos were correct in their response.  Rather, there are five basic guidelines I can think of when it comes to arguing on the internet

1. Keep it relevant.  If you are arguing, don't branch into something else unless it is related to the argument
2.  Refrain from using hateful language.  Even if the individual you are arguing with is being hateful
3. Keep your cool.  It may be difficult, but the best way to deal with a troll is not to react negatively
4. Back up your own side with factual evidence that is difficult to refute.  The more sufficient data you have to offer, the stronger your side becomes.  
5.  Don't ever contribute to making a conflict worse. The last thing you want to do is make your side appear as the bad guys. 

It might seem little, but it is the least we can do to help create a less toxic environment in cyberspace.  Think of it this way: Online or offline, how do you want to be seen by your peers?  As someone who spreads animosity or a respectable leader that can bring people together?

  

Toulmin Method

 

The Toulmin Method is a model of debate divided into six main components:

1. Claim: The central assertion or propisition 
2. Data: The evidence that supports the claim
3. Warrant: The assumption that connects the data, explaining why it is relevant
4. Backing: Additional evidence that provides context to the claim
5. Qualifier: Indication of degree of certainty of claim
6. Rebuttal: Addresses counterarguments

Using the Toulmin Method, let's apply it to the vaccine debate as an example:

Claim: Vaccines are a vital tool in combatting the outbreaks of deadly diseases

Data: Statistics from medical organizations such as the CDC show rates at which vaccinations reduce infection.

Warrant: For this, we can bring up the concept of herd immunity and how vaccinations contribute towards it

Backing: Trustworthy Scientific studies can be cited to provide further support of how effective vaccines are

Qualifier: Acknowledge the side effects of vaccines, but point out the low occurance and how they often are not dangerous in contrast to the disease the vaccine in question is combatting

Rebuttal: Address the concerns about the safety of vaccinations by pointing out how all vaccines go through a rigorous approval process prior to being made available to the public

Now there are limitations to the Toulmin Method as well one should take into consideration such as Echo Chambers and information overload.  For the former, we often prefer to surround ourselves with like minded individuals who are more likely to agree with us, which why wouldn't we?  It's easier to discuss things with those who probably hold the same viewpoint.  And for the latter, some of us tend to share too much information, making it sometimes difficult for others to retain information.   

To help navigate these challenges, we should consider taking debates to a more public platform whenever we see opportunity, which means potentially discussing our viewpoints with those who may not agree.  We should participate in debates to get our viewpoints across and patiently hear out the opposition's side as well, even if we 100% disagree with them.  We as a society require constructive discussions as a means of improving communication between one another, especially when it comes to sharing ideas.    

Toulmin Argument - Purdue OWL® - Purdue University

The Art of Listening

 

    Recently I started listening to Lewis Howes' podcast.  In the episode I listened to, Lewis is interviewing Transformation Coach Chris Lee, who goes over how powerful listening can be.

  

    Many of us often communicate via text or private messaging through social media applications.  As useful as this can be, text based communication does not always convey what one wishes to say to another.  It is more preferable to use verbal communication or communicate face to face, even if it is via phone or video chat.  You can't really listen to text.  Sure it is a form of communication, but at the end of the day, words are simply words.  But once you put a voice behind those words, it adds to the quality of communication.  

    There are 10 tools when it comes to listening:

1. Be open
2. Create a space to listen
3. Have the person you're listening to feel important 
4. Listen to their words
5. Connect to their emotions
6. Know what questions to ask
7. Repeat back what you heard
8. Honor the request made of you
9. Identify the kind of person you're talking to
10. Listen to yourself

    Listening is without a doubt a key factor when it comes to communication, especially if it is with somebody you have either a close bond with or if its in a more formal environment, such as with  supervisor or boss at work.  As Chris Lee put it at the beginning of the podcast, "Listening is the key to successful relationships."   

The Battle for Public Opinion

    

https://www.thoughtco.com/public-opinion-definition-and-examples-5196466    

The internet, especially via social media has become a sort of hub for public opinion all over the world.  This rapid dissemination has erupted both in positive aspects and negative aspects as well.  

    On the one hand, this outlet has helped with the build up of progressive movements such as #MeToo and Black Lives Matter, both of which aim to spread awareness and put a stop to sexual abusers and corrupt police officers.  Through the creations of blogs, social media pages, and sometimes even full on websites, communities have created means to help individuals in common organize events.  On the other hand, the same could be said for groups of individuals with not as good intentions, such as the terrorists who attacked the U.S Capitol, or hateful organizations of individuals who prefer to harass and mistreat others.  On top of that in some cases, the issue at hand may not always be as black and white and there are many issues people may have different views on, and sometimes some of those views may not be even supported by the government.  

      The question at hand should be where do we draw the line?  And the problem here is that because of the First Amendment of the United States Constitution, we have freedom of speech, a right that while important, some individuals tend to abuse for their own personal gain.  We can't simply arrest people for being trolls or for their opinion, even if their words are harmful, unless said speech puts others in danger.  And while this might suck as it does protect internet trolls, this also prevents the government from silencing just about anyone for their words.  

    It's a tightrope to walk, but one thing social media can do to help filter out individuals with poor views is enforce the terms of services that we all have to agree to before we can finish making accounts.  If an individual's account is being used to harass others or promote hateful rhetoric, it should be reported and suspended, which is a right a social media company has thanks to the Terms of Services because it acts as a sort of contract between the individual and the company.  We as individuals can also block, report, and refuse to engage with those with toxic viewpoints as well.  Just because they have the right to share their shameful views does not mean we have to listen or adhere to them.  

Online Communication, Business Assessment

     In today's era, with how the internet and social media becoming more of a part of our everyday lives, it was only a matter of time before companies from all over would join the table and find a way to reach out to potential customers.  Oftentimes, they hire tech savvy individuals who are versed in social media to assist in this endeavor.  To help explain further , I have decided to use the gaming and entertainment company Nintendo as an example.  

  For over 130 years, Nintendo has constantly found new ways to provide quality entertainment to individuals in Japan and later expanded to Korea, Hong Kong, North America, Europe, and Australia.(https://www.nintendo.co.jp/corporate/en/offices/index.html)  From a simple Hanafuda Card Company, to one of the most famous gaming giants known today, Nintendo has set the curve in terms of technological development and is constantly adapting for its customers.  Its corporate website provides an overview of the company as a whole as well as contact information and lists the social media outlets that they utilize for communication. (https://www.nintendo.com/about/prcontact/) 

    On the homepage of the company's main website, the very top appears to show one of its featured products.  Upon scrolling down, you're greeted with an option to access their online store, which sells merchandise ranging from the latest games, the Nintendo Switch, accessories, clothing, etc. And finally, below the online store is the company's news section, relating to its games as well as upcoming events. (https://www.nintendo.com/whatsnew/)  The site is well-organized and easy to navigate.

    The business does a great job at communicating its online identity, presenting itself as a welcoming presence that has gone out of its way to promote not only its products, but also advertise and sponsor company related events, such as tournaments, expos, and other pieces of media that people of any age can enjoy.  

    In terms of improvement, there's not much I can really say at least in terms of communications other than for the company to keep doing what they've been doing since they were founded in 1889, and that is adapt and keep the customer happy and entertained.  Who knows?  Perhaps they'll outshine Disney one of these days.  After all they already appear to have a theme park.

 

Digital Immigrants

    

    According to Marc Prensky, people using the internet are divided into two groups.  The ones who were born in the digital age and are more familiar with cyberspace and its inner workings.  They are known as Digital Natives.  Then you have the other group born in an age before computers took over and have to actively adapt as time marches on.  Those people are referred to as Digital Immigrants.

    Digital Natives are the young folks.  Those usually born in the middle of Generation Z are exposed to computers at a young age.  Because of this constant exposure and because children tend to pick up on things faster, these are the individuals who will are more likely to be tech savvy as they grow.  

    Digital Immigrants meanwhile were not exposed to computers in contrast to the younger generations; therefore, it is more difficult for the digital immigrants to adapt in comparison to the digital natives of today.  The unfortunate reality has somewhat created a rift of sorts.  Older generations aren't used to internet slang and all these high tech features their younger peers are simply more used to, and sometimes it is not as easy for younger folks to be as patient, which why would they especially when a large majority of them are more likely to still be children?  

    One thing I'd like to point out however is at the end of the day, one could argue that we all become Digital Immigrants at some point.  I was asked if whether I consider myself either a digital immigrant or native, and I'd like to think I started off as the former, but slowly became the latter.  And that's simply because I had to adapt with what I had technologically available during my time.  I was born in 1997, right around the era when tech was still taking off.  I experienced disks, floppies, and dial-ups, and modern gaming consoles was the Playstation 2, Xbox, and Nintendo Gamecube.  But right around the end of my time in high school was right around the time they started integrating the Internet more in school.  Needless to say, things have changed quite a lot in what feels like a short span of time.