Week 10 - Visual Communication Online Formal Semiotics is the systematic study of the system of signs. Social Semiotic embodies formal semiotics and also asks how people use signs to construct the life of a community. Ferdinand de Saussure is the man known to have founded modern semiotics in the early 1900's. Michael Halliday coined the term "social semiotic" in 1978. The importance of social semiotics is to help a community clearly define terms, thoughts and ideas into symbols. It was challenging to find written material that explained this topic well for me. Two Scholarly journals I found to help me were Social Semiotics by Jeff Bezemer and Carey Jewitt published in 2009, and Interpreting the Rhetoric of Visual Advertisements by Karen Ye et al . published in 2019. The first journal assisted with the basic understanding and the second helped with the visual aspect. One of the best videos I found to he...