Social Semiotics

Social Semiotics is stated as an approach to communication that seeks to understand how people communicate by a variety of means in social situations. (MultiModal Terms Glossary). To help you understand it, let me explain further. Social semiotics, as far as my understanding, means understanding meaning based on context and conflict in an interpersonal interaction instead of "codes of language" like in Structural Semiotics, (Vannini, pg. 116). 

Michael Halliday introduced Social Semiotics in 1978 and has developed it ever since. It is important because it shapes social relations and society as whole. It studies modes of communication which is important in all of our lives whether we like it or not!

If I'm being honest, I found this concept hard to understand. Therefore, in regards to the rules I found this image to be more informative:

Let me provide you with an example: 

This is an ad on instagram for Dior.

The color red that we see means "passion" and "love" which is was Dior is promoting for their valentines day line. 

The close up of the skin on the person shows that this is for humans in all and is intimate.  

The "love" written in cursive shows the softness of the idea and is exactly what they are promoting as well. 

The straight-on view shows equality with the viewer.