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Word Count: 798
Barthes views society as a dynamic construction that is perpetuated by signs of the dominant values within a culture He implies that myths are derived from these signs and hence these social myths come to regulate what we perceive as natural in our society In Barthes context myth does not refer to ancient myths As Roland Barthes explains it myth is a type of speech a system of communication evoked to carry a message Though it is not confined to written discourse myth can take many forms including images film and sport But that is not to say that these materials define myth it is the way that these forms are represented that produce myths Barthes envisaged myth as a semiological system R Barthes 1995 28 He drew upon Saussures work and concurred that signs arise from a relation between what he termed signifier and signified Barthes delves deeper into this concept by developing the notion of signification on a second level which is grafted onto the first At this level the myth becomes prominent The signifier occurs on two levels the language level and the mythical level At the linguistic level it is given the term meaning At this stage it represents only a denotative meaning The meaning is already complete it postulates a kind of knowledge a past a memory a comparative order of facts R Barthes 1995 33 The meaning is derived from the facts of life and bears no personal association With reference to the Polo Jeans advertisement there are limitless signifiers but the focus is of the couple The signifier is the image of the couple The signified is the concept of the couple The sign is the representation of a couple in a pictorial form At the mythical level the signifier is termed form The form puts all the richness of the meaning at a distance R Barthes 1995 33 It does not completely abandon all
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