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  • 1. To understand semiotics and the role they play in the postmodern theory  Learn how to adapt his theory in your own analysis  Start using the theory to analyse a pop video 
  • 2.  Roland Barthes was born on November 12, 1915, in Cherbourg, France. Educated at the Sorbonne, he was a literary philosopher and helped establish structuralism as one of the leading intellectual movements of the 20th century. His work— which often pitted him against more traditional French scholars—made important advances in the areas of semiotics, anthropology and post-structuralism. He died in 1980.
  • 3.      Definition: Semiotics is the study of signs and sign processes (semiosis) He frequently interrogated specific cultural materials in order to expose how bourgeois (middle class values) society asserted its values through them. For example, the portrayal of wine in French society as a robust and healthy habit is a bourgeois ideal that is contradicted by certain realities (i.e., that wine can be unhealthy and inebriating). He found semiotics, the study of signs, useful in these interrogations. Barthes explained that these bourgeois cultural myths were "second-order signs," or "connotations." Media critics use the semiotics theory to deconstruct what the video looks like visually and then what it conotates to
  • 4. To eat steak rare... represents both a nature and a morality.  Through the mythology of Einstein, the world blissfully regained the image of knowledge reduced to a formula.  There is only one way left to escape the alienation of present day society: to retreat ahead of it.  I call the discourse of power any discourse that engenders blame, hence guilt, in its recipient.  Myth is neither a lie nor a confession: it is an inflexion.  The photographic image ... is a message without a code. 
  • 5.       Semantics: Relation between signs and the things to which they refer; their denotata, or meaning Syntactics: Relations among signs in formal structures Pragmatics: Relation between signs and sign-using agents Denotation: what you can see visually Connotation: Semiotics: