A visual social semiotic investigation into the popularity of Ronaldo and Messi’s chess photo on Instagram: Implications for new media and audience engagement

Eylem Simsek 1 * , Ayse Asli Bozdag 2
More Detail
1 Deputy Director of Graduate School, Bahcesehir University, İstanbul, TÜRKİYE
2 Department of New Media, Faculty of Communication, Bahcesehir University, Istanbul, TÜRKİYE
* Corresponding Author
Online Journal of Communication and Media Technologies, Volume 14, Issue 3, Article No: e202432. https://doi.org/10.30935/ojcmt/14603
OPEN ACCESS   234 Views   144 Downloads   Published online: 10 May 2024
Download Full Text (PDF)

ABSTRACT

This qualitative study adopts a visual social semiotic approach to examine the multifaceted engagement incited by Annie Leibovitz’s photograph portraying Cristiano Ronaldo and Lionel Messi in a contemplative game of chess, ensconced amidst an array of Louis Vuitton merchandise. Through semiotics, mise en scène, and sociolinguistics, we unravel the photograph’s layered significances, employing studium and punctum to dissect viewer engagement. Cognitive linguistics reveals the interplay of myths, metaphors, and metonymy, crafting a narrative that intertwines football, chess, and luxury into potent cultural symbols. The mise en scène theory illuminates the nuanced balance between authenticity and artifice, while sociolinguistic insights bridge visual and linguistic communications for a diverse audience. The photograph, as a convergence of composition, culture, and technology, exemplifies how visual narratives blend these elements to forge connections and evoke responses. This paper aims to contribute to the understanding of digital visual storytelling’s power in shaping cultural dialogues and perceptions, showcasing the role of iconic imagery in the tapestry of social media discourse.

CITATION

Simsek, E., & Bozdag, A. A. (2024). A visual social semiotic investigation into the popularity of Ronaldo and Messi’s chess photo on Instagram: Implications for new media and audience engagement. Online Journal of Communication and Media Technologies, 14(3), e202432. https://doi.org/10.30935/ojcmt/14603

REFERENCES

  • Al-Emadi, F. A., & Ben Yahia, I. (2020). Ordinary celebrities related criteria to harvest fame and influence on social media. Journal of Research in Interactive Marketing, 14(2), 195-213. https://doi.org/10.1108/JRIM-02-2018-0031
  • Alexander, E. (2010). Vuitton’s World Cup. https://www.vogue.co.uk/article/ louis-vuitton-2010-world-cup-trophy-travel-case-unveiling
  • Alhabash, S., & Ma, M. (2017). A tale of four platforms: Motivations and uses of Facebook, Twitter, Instagram, and Snapchat among college students? Social Media + Society, 3(1), 1-13. https://doi.org/10.1177/2056305117691544
  • Barthes, R. (1957). Mythologies. Editions du Seuil.
  • Barthes, R. (1967). The death of the author. Aspen: The Magazine in a Box, 5+6. http://www.ubu.com/aspen/aspen5and6/index.html
  • Barthes, R. (1981). Camera lucida: Reflections on photography. Macmillan.
  • Baudrillard, J. (1994). Simulacra and simulation. University of Michigan Press. https://doi.org/10.3998/mpub.9904
  • Bedir, U., & Oztunc, M. (2022). Symbolic construction of national identity: A qualitative analysis of NGOs Instagram posts on national days. Turkish Online Journal of Design Art and Communication, 12(1), 192-211. https://doi.org/10.7456/11201100/009
  • Bernstein, B. (1964). Elaborated and restricted codes: Their social origins and some consequences. American Anthropologist, 66(6), 55-69. https://doi.org/10.1525/aa.1964.66.suppl_3.02a00030
  • Bezemer, J., & Kress, G. (2008). Writing in multimodal texts. Written Communication, 25(2), 166-195. https://doi.org/10.1177/0741088307313177
  • Carmody, J. (1990). Reading scenic writing: Barthes, Brecht, and theatre photography. Journal of Dramatic Theory and Criticism, 1990, 25-38.
  • Carvalho, V. H. R., Amorim, D. G., Amorim, R. J. R., & Bitencourt, R. B. (2021). Considerations on the use of Instagram as a pedagogical tool under the view of contextualized education. Creative Education, 12, 1679-1691. https://doi.org/10.4236/ce.2021.127128
  • Cohen, A. (2019). How Annie Leibovitz perfectly captured Yoko and John’s relationship. https://www.artsy.net/article/artsy-editorial-annie-leibovitz-perfectly-captured-yoko-johns-relationship
  • de Valck, M., & Teurlings, J. (2013). After the break: Television theory today. Amsterdam University Press. https://doi.org/10.1515/9789048518678-001
  • Debord, G. (1994). The commodity as spectacle. In M. G. Durham, & D. K. Kellner (Eds.), Media and cultural studies: KeyWorks (pp. 117-121). Blackwell Publishers.
  • Debord, G. (1967). The society of the spectacle. Buchet-Chastel.
  • Deeb-Swihart, J., Polack, C., Gilbert, E., & Essa, I. (2017). Selfie-presentation in everyday life: A large-scale characterization of selfie contexts on Instagram. Proceedings of the International AAAI Conference on Web and Social Media, 11, 42–51. https://doi.org/10.1609/icwsm.v11i1.14896
  • Duguay, S. (2014). “He has a way gayer Facebook than I do”: Investigating sexual identity disclosure and context collapse on a social networking site. New Media & Society, 18(6), 891-907. https://doi.org/10.1177/1461444814549930
  • Elhamy, H. M. (2022). Social semiotics for social media visuals: A framework for analysis and interpretation. In G. Punziano, & A. Delli Paoli (Eds.), Handbook of research on advanced research methodologies for a digital society (pp. 548-570). IGI Global. https://doi.org/10.4018/978-1-7998-8473-6.ch032
  • Fornara, F., & Lomicka, L. (2019). Using visual social media in language learning to investigate the role of social presence. CALICO Journal, 36(3), 184-203. https://doi.org/10.1558/cj.37205
  • Gibbs, R. W. (1999). Taking metaphor out of head and putting it and putting it in the cultural world. In R. W. Gibbs, & G. J. Steen (Eds.), Metaphor in cognitive linguistics (pp. 146-166). John Benjamins. https://doi.org/10.1075/cilt.175.09gib
  • Gurevich, A. (2001). World mythology: Myht, metaphor, and mystery. MHCC Library Press: Open Educational Sources.
  • Harrison, C. (2003). Visual social semiotics: Understanding how still images make meaning. Technical Communication, 50(1), 46-60.
  • Hasyim, M., & Arafah, B. (2023). Semiotic multimodality communication in the age of new media. Studies in Media and Communication, 11(1), 96-103. https://doi.org/10.11114/smc.v11i1.5865
  • Hodsdon, B. (1992). The mystique of mise en scene revisited. Continuum: Journal of Media & Cultural Studies, 5(2), 68-86. https://doi.org/10.1080/10304319209388229
  • Jovanovic, D., & Van Leeuwen, T. (2018). Multimodal dialogue on social media. Social Semiotics, 28(5), 683-699. https://doi.org/10.1080/10350330.2018.1504732
  • Kaftandjiev, C. (2023). The advertising and the other marketing communications of luxury goods–Archetypal, semiotic and narrative aspects. Qeios. https://doi.org/10.32388/1LE7CM
  • Karsgaard, C., & MacDonald, M. (2020). Picturing the pipeline: Mapping settler colonialism on Instagram. New Media & Society, 22(7), 1206-1226. https://doi.org/10.1177/1461444820912541
  • Kofoed, J., & Larsen, M. C. (2016). A snap of intimacy: Photo-sharing practices among young people on social media. First Monday, 21(11). https://doi.org/10.5210/fm.v21i11.6905
  • Kövecses, Z. (2002). Metaphor: A practical introduction. Oxford: Oxford University Press. https://doi.org/10.1093/oso/9780195145113.001.0001
  • Kress, G. (2009). Multimodality: A social semiotic approach to contemporary communication. Routledge.
  • Kress, G., & Van Leeuwen, T. (2006). Reading images: The grammar of visual design. Routledge.
  • Lakoff, G., & Johnson, M. (1981). Metaphors we live by. University of Chicago Press.
  • Lalancette, M., & Raynauld, V. (2017). The power of political image: Justin Trudeau, Instagram, and celebrity politics. American Behavioral Scientist, 63(7), 888-924. https://doi.org/10.1177/0002764217744838
  • Lee, C. S., & Ma, L. (2012). News sharing in social media: The effect of gratifications and prior experience. Computers in Human Behavior, 28, 331-339. https://doi.org/10.1016/j.chb.2011.10.002
  • Lev, M. (2018). Messi’s secret: The hidden side of the world’s best player. Roca Editorial.
  • Livingstone, S., & Lunt, P. (2014). Mediatization: An emerging paradigm for media and communication research? In K. Lundby (Ed.), Mediatization of communication (pp. 703-724). De Gruyter. https://doi.org/10.1515/9783110272215.703
  • Manovich, L. (2001). The language of new media. MIT Press. https://doi.org/10.22230/cjc.2002v27n1a1280
  • Mendini, M., Peter, P. C., & Maione, S. (2022). The potential positive effects of time spent on Instagram on consumers’ gratitude, altruism, and willingness to donate. Journal of Business Research, 143, 16-26. https://doi.org/10.1016/j.jbusres.2022.01.046
  • Midberry, J., & Dahmen, N. S. (2020). Visual solutions journalism: A theoretical framework. Journalism Practice, 14(10), 1159-1178. https://doi.org/10.1080/17512786.2019.1689371
  • Mikhaeil, C. A., & Baskerville, R. (2019). Using semiotics to analyze representational complexity in social media. Information and Organization, 29(4), 1-35. https://doi.org/10.1016/j.infoandorg.2019.100271
  • Mulligan, M. (2010). Louis Vuitton unveils 2010 FIFA world cup trophy case. https://hauteliving.com/2010/06/louis-vuitton-unveils-2010-fifa-world-cup-trophy-case/53442/
  • Murray, S. (2016). The world’s game: A history of soccer. University of Illinois Press.
  • Muttaqin, U., Firmansyah, D. B., Dhyaningrum, A., Prasetyoningsih, T. W. S., & Trisnawati, R. K. (2023). Proceedings of the 5th International Conference on Language, Linguistics, and Literature (COLALITE 2023). Atlantis Press. https://doi.org/10.2991/978-2-38476-140-1_2
  • Nasution, A. K. P. (2023). Instagram in English language learning: A systematic literature review. Journal of Linguistics, Literature, and Language Teaching, 3(1), 33-52. https://doi.org/10.37249/jlllt.v3i1.708
  • Nzeaka, E. E. (2021). New media semiotics and the rise of universal symbolic language: Digital natives’ perspective amidst COVID-19. Journal of Higher Education Theory and Practice, 21(1), 190-206. https://doi.org/10.33423/jhetp.v21i1.4048
  • Peirce, C. S. (1931-1936). The collected papers. Harvard University Press.
  • Peirce, C. S. (1958). The collected papers. Harvard University Press.
  • Poulsen, S. V., Kvåle, G., & Van Leeuwen, T. (2018). Special issue: Social media as semiotic technology. Social Semiotics, 28(5), 593-600. https://doi.org/10.1080/10350330.2018.1509815
  • Prameswari, N. S., Cahyono, A., Subiyantoro, S., & Haryanto, E. (2023). Visual literacy study: Influence of Instagram on interest in learning photography and its relation to gender. Media Practice and Education. https://doi.org/10.1080/25741136.2023.2286745
  • Prianti, D. D. (2020). Instagram in fixing our everyday life experience. In Proceedings of the 4th International Conference on Social Science, Humanities and Education. https://doi.org/10.33422/4th.icshe.2020.12.31
  • Reid, D. R., & Sanders, B. (2021). Documentary making for digital humanists. Open Book Publishers. https://doi.org/10.11647/obp.0255
  • Riefe, J. (2010). Interview: Annie Leibovitz on the shots that made her. https://www.theguardian.com/artanddesign/2019/mar/31/tricky-dicky-arnies-abs-annie-leibovitz-rolling-stone
  • Rogers, E. M. (1986). Communication technology: The new media in society. Free.
  • Simsek, A. (2015). Techno-psychological aspects of social media behaviors. Journalism and Mass Communication, 5(6), 270-278. https://doi.org/10.17265/2160-6579/2015.06.003
  • Singh, R., & Ladsaria, S. K. (2017). Reading studium and punctum in Steve Mccurry and Raghu Rai’s photography. TRAMES: A Journal of the Humanities & Social Sciences, 21(71/66), 33-50. https://doi.org/10.3176/tr.2017.1.03
  • Sjoraida, D. F., Anwar, R. K., Rizal, E., & Rejeki, D. S. (2020). The existence of housewives in Instagram. Record and Library Journal, 6(1), 24-30. https://doi.org/10.20473/rlj.V6-I1.2020.24-30
  • Stieglitz, S., & Dang-Xuan, L. (2013). Emotions and information diffusion in social media-sentiment of microblogs and sharing behavior. Journal of Management Information Systems, 29(4), 217-248. https://doi.org/10.2753/MIS0742-1222290408
  • Storey, J. (2015). Cultural theory and popular culture: An introduction. Routledge. https://doi.org/10.4324/9781315744148
  • Taherdoost, H. (2023). Enhancing social media platforms with machine learning algorithms and neural networks. Algorithms, 16(6), 271. https://doi.org/10.3390/a16060271
  • Talbot, C. V., Talbot, A., Roe, D. J., & Briggs, P. (2022). The management of LGBTQ+ identities on social media: A student perspective. New Media & Society, 24(8), 1729-1750. https://doi.org/10.1177/1461444820981009
  • Tolia-Kelly, D. P. (2007). Participatory art: Capturing spatial vocabularies in a collaborative visual methodology with Melanie Carvalho and South Asian women in London, UK. In S. Kindon, R. Pain, & M. Kesby (Eds.), Participatory action research approaches and methods: Connecting people, participation and place (pp. 132-140). Routledge.
  • Turner, G. (2004). Understanding celebrity. SAGE. https://doi.org/10.4135/9781446279953
  • Valenzuela, J., & Soriano, C. (2005). Cognitive metaphor and empirical methods. Bells: Barcelona English Language and Literature Studies, 14, 1-19.
  • Van Leeuwen, T. (2005). Introducing social semiotics (pp. 27). Routledge.
  • Williams, R. (1983). Keywords: A vocabulary of culture and society. Oxford University Press.
  • Yousuf, M. S., & Ganjera, A. N. (2020). The effects of social media marketing on sports by using sports videos on Facebook and Instagram to attract the peoples to watch more sports. International Journal on Integrated Education, 3(6), 61-67. https://doi.org/10.31149/ijie.v3i6.414