In search of the <i>social</i> in social semiotics: a historical perspective

This paper reflects on the importance of social to analysis historical multimodal texts and how some concepts analytical tools from SFL can prevent researchers getting most their data. Building work Ledin Machin (2018), it looks at three main areas concern when dealing with texts—context, attention micro, meso macro levels, historically-developed affordances—and uses examples Edwardian book inscriptions suggest ways that archival research help overcome these problems. Overall, argues greater brings fore semiotic choices be used strategically foreground individual positions and/or subvert aesthetic norms. In doing so, frames not as static representations communication, but dynamic, highly contextual involved in a complex process co-construction between producers, imagined audiences broader sociocultural meanings. It also suggests focus context move studies beyond predominant contemporary, well challenge supposed novelty certain communicative practices, thereby fostering more nuanced interpretations recognise lineage patterned practices uses.