~ Social Semiotics ~

Developed by Michal Halliday and Gunther Kress, Social Semiotics examine how signs and symbols function in our society to create and convey meaning. This field explores a variety of communication modes such as images, text, gestures and emphasizes the role of perceived social context in interpreting these signs. The way various elements- such as symbolism, color, and image placement- are composed can greatly affect how the viewer perceives the image. Color can convey a wide range of emotions, moods, cultural significance. Bright colors are associated with energy, positivity, excitement while dark colors resemble seriousness, somberness and often times negativity. Image placement also plays a role in how we give meaning to things. The top of image often represents ideals, aspirations, and what is imagined while the bottom of an image is associate with reality, facts, and what is known. The left of an image suggests what is known and given information while the right of an image suggests new, unknown information.

I took this photo of a Jimi Hendrix mural at Killer Burger in Lake Oswego, Oregon. In this mural, the left-side placement of the iconic guitarist suggests he is the “Given” element—familiar and culturally significant—while the glowing Mount Hood and lake on the right represents the “New,” symbolizing inspiration or transcendence. The contrast of monochrome like colors for Hendrix versus the vivid purples and oranges of the mountain and sky implies a symbolic bridge between grounded human creativity and spiritual or natural elevation. The use of these stark colors evokes both emotional depth and a dreamlike quality, likely displaying harmony between cultural legacy and natural beauty.

In the 2024-2025 NBA regular season, Chicago Bulls player Josh Giddey hits a half court shot at the final buzzer to beat LeBron James (pictured) and the Los Angeles Lakers. This image symbolizes triumph and dominance, particularly through the gesture and expression of Giddey, whose raised arm and confident posture signify victory and personal achievement. The use of bold colors—black and red for Chicago and yellow and purple for the Lakers—enhances the visual contrast and reinforces team identities, while the scoreboard reading “0.0” and the crowd’s celebratory reaction signifies a game-winning shot. The central placement of the victorious Giddey, with the defeated opposing player in James, slightly behind and lower in the picture, creates a power dynamic that guides the viewer’s interpretation toward celebration and defeat.

Narrative Paradigm / Gatekeeping Theory

Social media has transformed public opinion formation by shifting communication from top-down messaging to interactive storytelling. As seen in the case study, even skeptical leaders like Laura realize their reliance on social media: “I guess even I turn to social media when I need a break” (Staggs, p. 207). This reflects the Narrative Paradigm, where stories and personal experiences shape perceptions more than logic or facts. At the same time, Gatekeeping has evolved—users and algorithms now control the flow of information, not just traditional authorities. This is evident when Nick uses LinkedIn productively, prompting Laura to think, “Well, I guess that's a pretty good use of company time” (Staggs, p. 205). Together, these shifts demand new communication strategies that embrace storytelling and acknowledge decentralized control over information. Organizations must now consider how employees engage with digital narratives and tailor their messaging to meet audiences on platforms they trust. Ignoring these dynamics risks miscommunication, disengagement, or missed opportunities for connection and influence.

Reference

Staggs, K. B. (n.d.). Social media in the workplace [Case Study 29]. In Communication and Social Media (pp. 204–209).

Video example of how Gatekeeping is used in media

https://www.youtube.com/watch?v=f1Z8FuWX6Ww

Drake Curse, ACAB, Brain on Drugs.

The "Drake Curse" in Ultimate Fighting Championship (UFC) betting is a great example of the False Cause fallacy. There has been widespread talk among UFC fans that whenever global Canadian music superstar Drake bets on a fighter, it's safe to say that fighter will lose. Drake has also been the subject of controversy with his betting across several major league sports. There is a website that tracks all of Drake's best across all sports. In UFC betting alone, Drake is up about $1.2 million in his predictions. He has won 10 out of 24 bets wagering $13.2 million with a $14.4 million return. One fighter, former middleweight champion Israel Adesanya has been the primary subject of the "Drake Curse" losing three fights that Drake bet on him to win. Sorry Izzy!

https://thedrakecurse.com/ufc-betting-history/

It is a Hasty Generalization to say ACAB (All Cops Are B******s). The article makes a hasty generalization by labeling all police officers as "bad" based on systemic flaws and the actions of some officers. It assumes that every cop, regardless of individual behavior or intent, is complicit simply by being part of the system. This overlooks the diversity of experiences, actions, and intentions among law enforcement officers and applies a broad conclusion without sufficient evidence about every individual. 

https://thebottomline.as.ucsb.edu/2020/06/why-all-cops-are-bad

The "Above The Influence" video uses the Slippery Slope Fallacy by suggesting that trying marijuana will inevitably lead to a complete loss of motivation and a dull, lifeless personality. It presents a direct cause-and-effect chain without any clear evidence, implying that a single choice will automatically result in drastic negative outcomes. This exaggeration ignores the complexity of individual experiences and assumes the worst-case scenario will happen every time. By doing so, the video tries to scare viewers into avoiding marijuana by portraying an unrealistic and inevitable decline. 

https://www.youtube.com/watch?v=cyUOVhEbOoU

Jordan or LeBron?

The Greatest Of All Time (GOAT) debate in basketball is one that divides basketball fans worse than the divide between the Republicans and the Democrats. While other all time greats such as the late Bill Russel, the late Kobe Bryant, Magic Johnson and Larry Bird have been considered among some of the all time greats, the battle for the number one spot is an on going and rather meticulous one between Michael Jordan and LeBron James. The Jordan vs. LeBron GOAT debate is so compelling because it brings together contrasting styles, eras, and definitions of greatness. Michael Jordan is seen as the ultimate competitor with a perfect 6-0 NBA Finals record and unmatched dominance in the 1990s, while LeBron James is celebrated for his versatility, longevity, and statistical supremacy. The debate is fueled by generational loyalty, with older fans defending Jordan’s legacy and younger ones championing LeBron’s sustained excellence. However, their careers span different eras with different rules, and different level of competition, skill and athleticism in their opponents, making direct comparisons endlessly debatable and rich in "what-if" scenarios.

Negative example and concern #1: Selective about statistics. Many people on the attached Reddit thread cherry-pick statistics that favor their preferred player, often ignoring context or countering data. This selective use of information can lead to biased conclusions and hinder a balanced discussion.

Negative example and concern #2: Generational bias. The debate often reflects generational preferences, with older fans favoring Jordan and younger fans leaning towards LeBron. Jordan played from 1984-1998 with a one year break in in 1994 and a short stint from 2001-2003. LeBron entered the league in 2003 and has remained active and dominant for 22 seasons and counting. Such biases such as personal nostalgic purposes or contemporary admiration influence opinions more than factual data-backed comparisons.

Negative example and concern #3: Toxic fan behavior and comments. There is no shortage of toxicity when it comes to NBA fans. Especially in the "legendary" as one commenter put it, Jordan vs LeBron debate. Many comments devolve into insults, mocking, or dismissing opposing views rather than engaging in respectful debate. This toxicity discourages thoughtful conversation and looks to turn the thread into a hostile environment rather than a productive discussion space.

Before jumping into a debate, consider the importance of researching the subject prior to engagement. If using the internet for evidence based claims, Campbell, et.al (2014) suggests, "you must carefully evaluate it, much more so than traditional library sources, because there is no gatekeeper or editor of the world wide web."

Five rules for how people should argue online more constructively: 

1) Make compromises 2) Refrain from foul language or insults 3) Do your research 4) Argue with facts, not emotions 5) Try to understand opposing viewpoints

WHO IS YOUR GOAT?

Link to Reddit thread:

https://www.reddit.com/r/NBATalk/comments/18cwzdm/goat_debate_mj_vs_lebron/

Reference:

Campbell, K. K., Huxman, S. S., & Burkholder, T. A. (2014). The rhetorical act: Thinking, speaking, and writing critically (5th ed.). Cengage Learning.

Taking off, Taking Over

The business I chose to research today is marketing company ToTo Entertainment out of Las Vegas, NV. ToTo Taking off, Taking Over) is owned and operated by a personal friend of mine, entrepreneur Daniel J. Calderin. Toto Marketing, founded, owned and operated out of Las Vegas is an entertainment and marketing advertising agency who effectively communicates its brand identity and services through its website and social media presence. The website opens with a bold headline highlighting their nationwide out-of-home advertising solutions, including mobile billboards, ride share ads, and hologram backpacks. The website also details their marketing services, such as digital marketing, press release opportunities, branding support, access to over 2 million digital billboards worldwide and more. The bottom of the homepage features contact information and social media links, facilitating easy engagement. On Instagram, @totomarketing_ showcases a fair amount of their innovative campaigns and client collaborations. These collaborations range from world famous artists and musicians, local Las Vegas businesses and politicians, government campaigns on the state and federal levels, and organizations ranging from startups to well established companies. ToTo’s posts highlight services like advertising on the Las Vegas Sphere for $1 million over eight days, demonstrating their reach and capabilities as a leader in the world of digital marketing. The agency's identity is communicated through consistent branding, emphasizing creativity, innovation, and a strong presence in the Las Vegas market. While their online communication presence is generally effective, there is room for improvement. The website's uptime and performance could be enhanced to ensure consistent accessibility. Additionally, incorporating more client satisfaction quotes, reviews and feedback may boost business productivity. Expanding their content strategy to include insights or trends in out-of-home marketing could also position them as advanced leaders in the industry. With respect to our learning material this week, I have crafted a brief summary of how ToTo marketing addresses the seven general categories of descriptive analysis from The rhetorical act: Thinking, speaking, and writing critically (p. 27).

Purpose: The Toto Marketing website and Instagram aim to attract businesses seeking bold, innovative out-of-home advertising solutions.

Audience: Their content targets business owners, entrepreneurs, and marketing managers looking for impactful brand exposure, especially in urban and high-traffic areas.

Persona: The brand presents itself as youthful, energetic, and cutting-edge, blending creativity with urban flair.

Tone: The tone is confident, upbeat, and visually driven, emphasizing excitement and innovation in marketing.

Evidence: Their Instagram and website use real-world visuals of ad campaigns, notable placements (like the Las Vegas Sphere), and founder recognition to build credibility.

Structure: The website follows a logical top-to-bottom flow from attention-grabbing visuals to detailed service descriptions and contact links, while Instagram uses a curated grid to highlight key offerings.

Strategies: They employ a mix of high-impact visuals, social proof, influencer branding, and straightforward service descriptions to engage and convert potential clients.

Link to ToTo website:

https://marketingtoto.com/

Reference: 

Campbell, K. K., Huxman, S. S., & Burkholder, T. A. (2014). The rhetorical act: Thinking, speaking, and writing critically (5th ed.). Cengage Learning.

The Addicted Mind

The podcast I chose to listen to for this assignment is called The Addicted Mind. This particular episode was episode 65 titled "From Wounded to Whole: Nurturing Your Inner Child for Lasting Recovery." The reason I chose this podcast is because I have been in recovery for almost three years and this podcast has helped me gain insight to my own journey and guided me through moments of doubt and uncertainty. The hosts of this podcast are Duane and Eric Osterlind who, in just about all of their episodes, present themselves in a calm and empathetic tone and a moderately slower rate of speech. Their voices are gentle and they pause often giving their listeners chances to reflect on the material. Due to the nature of this podcast, which consists of a lot of topics that may provoke trauma and uncomfortable emotions, I believe a podcast is fitting compared to a video presentation. A podcast may be more inviting and create a safe environment for listeners to maintain focus on listening to and reflecting on the subject with minimal distractions. The intended audience for this podcast may be anyone who is in active recovery from addiction or trauma, mental health professionals looking to gain knowledge and insight from personal experiences on topics related to recovery or people interested in self growth or emotional healing. What I learned about the importance of delivery in audio podcasts is that how the host presents the information is crucial to how the message is perceived. The delivery will vary from one podcast to the next depending on the topic and overall mood. A comedy podcast may be a bit all over the place with a lot of laughter and guests talking over one another. However, a recovery podcast needs to have library-esque undertones and energies in order for the listeners to feel connected. One of Charles Berger's axioms states that, "Shared communication networks reduce uncertainty, while lack of shared networks increase uncertainty." This makes me think of the communication network in the field of recovery and how increasing your network in recovery is what helps people remain active and connected to others. 

Griffin, E., Ledbetter, A., & Sparks, G. (2019). A first look at communication theory (10th ed.). McGraw         Hill Education. Chapter 9: Uncertainty Reduction Theory

week four blog!

Prensky’s concept of the digital native/digital immigrant divide describes how students born into the digital age (digital natives) differ from those who had to adapt to technology later in life (digital immigrants). Digital natives are accustomed to fast access to information, multimedia content, and interactive learning, which shapes how they think and learn. In contrast, digital immigrants often prefer traditional methods like lectures and printed materials. This difference has created a disconnect in education, as many teachers use outdated teaching styles that don’t engage today’s tech-savvy students. As a result, students may struggle with motivation and attention in traditional classrooms. Prensky argues that to effectively teach digital natives, educators must adapt their methods to include more technology-driven, interactive approaches. 

I find myself to be a blend of digital native and immigrant. I grew up with the technology boom but I went to school on Hawaii where there were limited resources and technology. In addition I was raised by my grandparents and always valued a childhood without technology. As I grew older into my teenage years, I never had the newest Iphone, was never crazy about video games and would rather play outside and get my feet dirty. For that I am grateful. Although now as a 30-something year old I would say that I am not as tech-savvy or digitally literate as some of my peers may be. I still find joy in reading hardcover books and magazines over an online article or e-book. I have a noticeable technology trigger when technology frustrates me. I embody qualities of a digital native and a digital immigrant.    

Kirschner critically challenged Prensky’s 2001 concept of “digital natives,” arguing that many of its claims lack empirical support. While Prensky suggested that young people are inherently skilled with technology and learn better through digital methods, Kirschner pointed out that comfort with tech does not equal effective learning use. He debunked the myth that digital natives can multitask efficiently, citing research showing that multitasking actually hinders learning and cognitive performance. Kirschner also questioned the belief that students learn better simply because they prefer digital environments, emphasizing that preference doesn’t guarantee better outcomes. He further criticized the idea that all young learners have the same digital skills and needs, warning against one-size-fits-all teaching approaches. Overall, Kirschner urged educators to base their methods on evidence, not generational stereotypes.

Prensky, M. (2012). From digital natives to digital wisdom : hopeful essays for 21st century learning. Corwin.

The following two YouTube videos provide an overview about digital natives and digital immigrants.