Social Semiotics and Multimodality
Social semiotics is currently extending this general framework beyond its linguistic origins to account for the growing importance of sound and visual images, and how modes of communication are combined in both traditional and digital media (semiotics of social networking) (see, for example, Kress and van Leeuwen, 1996), thus approaching semiotics of culture (Randviir 2004). Theorists such as Gunther Kress and Theo van Leeuwen have built on Halliday's framework by providing new "grammars" for other semiotic modes. Like language, these grammars are seen as socially formed and changeable sets of available "resources" for making meaning, which are also shaped by the semiotic metafunctions originally identified by Halliday. The visual and aural modes have received particular attention. Accounting for multimodality (communication in and across a range of semiotic modes - verbal, visual, and aural) is considered a particularly important ongoing project, given the importance of the visual mode in contemporary communication.
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“Man, became man through work, who stepped out of the animal kingdom as transformer of the natural into the artificial, who became therefore the magician, man the creator of social reality, will always stay the great magician, will always be Prometheus bringing fire from heaven to earth, will always be Orpheus enthralling nature with his music. Not until humanity itself dies will art die.”
—Ernst Fischer (1899–1972)