The semiotic signature of transformation of political parties in South Africa: A multimodal analysis of selected Democratic Alliance texts

Abstract

Social semiotics (Halliday, 1978 and van Leeuwen, 2006) makes us acutely aware that social communication like public speaking often takes place through non-verbal modes (such as images, and bodily attributes), in combination with unique but socially motivated meanings that can be read from language. A broadened view of the resources for communication consequently sees semiotic potential in the essence and practices of individuals and organizations in society. Specific social, cultural or historical situations have relevant meanings that can be made or read from ways of being, doing, saying and so on.