Barthes on Denotation, Connotation and Myth

Question 1

who was Roland Barthes

Answer 1

(1915-1980)

• most important structuralist semiotician
• major influence on media and cultural studies, art and literary theory.

Question 2

what are the three orders of signification

Answer 2

1. denotation
2. connotation
3. myth

Question 3

define the first order - denotation

Answer 3

• the simple, value-free act of reference. several photographs of the same person taken in different ways still denote the same person
• the phenomenon of ‘pure’ naming, theoretically devoid of cultures influence (A-A)

Question 4

define the second order - connotation

Answer 4

• how signs generate associations in our culture
  e. g. rolls royce denotes a type of car, however it connotes certain associations (expense, luxury) so much that the connotative meaning is carried over into other fields e.g. “this rolls-royce of computers”

Question 5

define the third order - myth

Answer 5

• these connotative meanings become so embedded in our culture that they appear natural
• it is the role of the semiotician (mythologist) to unravel these apparently natural meanings and show how they are constructed)
• what gives myths their naturalness is the ideology which lies behind them.

Question 6

how can ideology be defined

Answer 6

as a way of perceiving reality which assumes that some ideas are self-evidently true

EG communism: a theory/system of social organisations in which all property is owned by the community and each individual contributes to and receives from this according to their ability and needs

Question 7

what is ideology closely linked to

Answer 7

ideas of ruling class and the media
so ... adverts make sense because of the (unstated) ideology of consumption

Question 8

what is advertising as a semiotic system related to

Answer 8

ideology (consumerism) and therefore myth.

Question 9

what is fashion relating to barthes

Answer 9

is a semiotic system combining image and word describing the changing significance of garments/styles

Question 10

1967 Barthes - ‘The Fashion System’

Answer 10

classic study of semiotics of womens fashion magazines which identifies 3 levels of signification in fashion ads/magazines

Question 11

what are the 3 levels of signification

Answer 11

1. real clothing
2. image clothing
3. written clothing

Question 12

real clothing

Answer 12

the garment itself -

subject to a technological code (nature of material, how manufactured etc)

Question 13

image clothing

Answer 13

the presentation of garment in photograph (has own iconic rhetoric: models, poses etc)

Question 14

written clothing

Answer 14

the verbal description of garment/style/look and what is fashionable about it

Question 15

what significations are Barthes mainly interested in

Answer 15

2 and 3 and the relationship in them - particularly 3.

Question 16

what happens without written clothing

Answer 16

image clothing alone cannot represent what is fashionable about the real garment/style

the image clothing itself does not speak fashion

Question 17

what does image clothing do

Answer 17

draws attention to fashion, but conveys only diffuse, imprecise knowledge.

Question 18

written clothing rhetorical description

Answer 18

shows why the purchase of this is necessary

Question 19

what are the 3 things written clothing draw attention to

Answer 19

1. vestimentiary features
2. character features
3. circumstantial features

Question 20

vestimentiary features

Answer 20

patterns, colours of garments etc

Question 21

character features

Answer 21

qualities which the wearer will gain by wearing it - eg being sexy, discreet, boho chic

Question 22

circumstantial features

Answer 22

‘lifestyle features’ relating to modes of wearing/living e.g. evening, week, shopping