Abstract
This article outlines a visual text reading based on social semiotics approach, that is the visual grammar. It is an account of the explicit and implicit knowledge and practices around a resource, consisting of the elements and rules underlying a culture-specific form of visual communication. It required a general comprehension of social semiotics to obtain a deeply understanding to visual grammar. The differences between social semiotics and general semiotics expressed to accomplish its purpose. The concern of visual grammar is the relationship between ‘drawn participants’ and social life. Visual grammar can be positioned as a contemporary approach to visual texts meaning-making. Study of visual arts seems to entail visual grammar to play a more important role amid the phenomenon of visual culture that increasingly characterizes the lives of today’s society.
Highlights
Contribution of this paper to art studies is expected to widen horizon of ‘meaning production’, mainly in social semiotics perspective
This paper aims to indicate the social semiotics as one point of view of art research, which has different meaning from general semiotics, and to present the structure of visual reading as one of the social semiotic analysis models
Second, we would say that it is a quite general grammar, because we need a term that can encompass oil painting as well as magazine layout, the comic strip as well as the scientific diagram. [...], an account of the explicit and implicit knowledge and practices around a resource, consisting of the elements and rules underlying a culture-specific form of visual communication (p. 3) (Kress & Van leeuwen, 2006: 3)
Summary
Contribution of this paper to art studies is expected to widen horizon of ‘meaning production’, mainly in social semiotics perspective. This paper aims to indicate the social semiotics as one point of view of art research, which has different meaning from general semiotics, and to present the structure of visual reading as one of the social semiotic analysis models. Issues in this paper are the role of visual texts in social semiotics context and ways to analyse it using visual grammar model. Exposure begins with historical background and further presents the definition of social semiotics and its differences to general semiotics. It examines the key elements and principles of analysis. Visual grammar is positioned as a model of social semiotic analysis
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