THE TRANSITIVITY SYSTEM OF SOCIAL SEMIOTICS IN THE PROCESS OF MEANING MAKING IN KINETIC TYPOGRAPHY

Abstract

Kinetic typography, which is used firstly in film generics by metaphors created, has become widespread in social, economic and cultural fields such as internet, advertisements, TV with increasing of the need of communication under technological advance and the influence of globalization. The most important factors in the widespread use of this communication tool are that the message that is intended to be conveyed can be presented interactively and the design elements can be manipulated directly in order to create a certain mood in the audience. In kinetic typography, the elements of sound, motion and time present the abstract concepts as concrete and each element is evaluated as a mode (method, tool). Using these elements, the sign system is revealed through the visualization of the language, and all our experiences of the world are represented by creating a visual, spatial and aural environment in kinetic typography. Therefore, it is stated that kinetic typography is not just composed of letter forms, it is also a means of multimodal semiotic expression integrated with abstract concepts such as sound, motion, and color. Since multimodal systems have two or more semiotic tools to fulfil communication, the process of making meaning needs to be analyzed from different angles. The concept of social semiotic, which deals with how people communicate in society, this study has been tried to be carried out by adapting it to the field of visual communication. Expressing how designers portray the physical movement unique to the world in the digital environment is one of the main points of this research. Therefore, by analyzing the applications created with kinetic typography, why and how each design formation was created was expressed by examined in terms of the methods used. The aim of this study is to demonstrate the potential to create meaning with instance examinations in terms of the transitivity system which is a part of social semiotics in kinetic typography which has a multimodal (methodical) structure. Keywords: Typography, kinetic typography, social semiotics, transitivity system