Semiótica Social: intersemiotizações dos significados imagéticos na Gramática do Design Visual.

Ribeiro Nepomuceno, Arlete; Gonçalves Ramos, Maria Clara; Viana de Paes, Vera Lúcia

In this article, we aim to analyze multiple semiotic-imagery meanings that construct and/or represent social meanings, establish interaction and organize the elements of text composition, in a multimodal mesh, taking the context into account. To meet this purpose, we are anchored in the theoretical-methodological assumptions of Social Semiotics, in a multimodal approach, put forth by Hodge and Kress (1998), Kress (1997; 2003; 2010), with an emphasis on the analytical categories of the triad of metafunctional meanings, proposed by Halliday (2014 [1985]) and incorporated by the Grammar of Visual Design (Kress; Van Leeuwen, 2006 [1996]). Methodologically, for a qualitative-interpretivist analysis, the selected corpus is composed of a frame from the first season of the national series “Bom dia, Verônica” (2020), available on the Netflix streaming platform, a meme about Prince Charles (2022), an advertising poster for the Santinha Ball (2022) and a cartoon about the spectacularization of violence by the media (2023), published on the media platform Instagram. This study is justified by the need for (re)knowledge and understanding of the semantic-pragmatic expansion of meanings orchestrated in the social whole in and through language. From this, we conclude that texts constructed by multisemioses are recurrent in modern society, to serve different forms of dissemination, narrating experiences and constructing concepts; establishing interpersonal relationships and organizing information.

SOCIAL semiotics; MODERN society; POLYSEMY; ADVERTISING; GRAMMAR

Revista de Estudos da Linguagem, 2023, Vol 31, Issue 4, p1952

0104-0588

Academic Journal

10.17851/2237-2083.31.4.1952-1987