What is a myth, today? I shall give at
the outset a first, very simple answer,
which is perfectly consistent with
etymology: myth is a type of speech.
—Roland Barthes, “Myth Today” (1957)

signifier signified
SIGN
Saussure’s model of semiology

Textsignifiersignifier signifiedsignified
SIGNSIGN
signifiersignifier signifiedsignified
SIGNSIGN
ll
anan
gugu
aa
gege
MYMY
THTH
Barthes’ model of myth
as a “metalanguage,” a “second-order semiology”

Text
ll
aa
nn
gg
uu
aa
gg
ee
MYMY
THTH
Semiotics of the Marlboro Ad:
Lone male figure, clothing, cigarette,Lone male figure, clothing, cigarette,
lasso, wood cabin, harness/tackle,lasso, wood cabin, harness/tackle,
cigarette packs, “Come to where thecigarette packs, “Come to where the
flavor is.”flavor is.”
““Marlboro Red or Longhorn 100s—youMarlboro Red or Longhorn 100s—you
get a lot to like”get a lot to like”
[Surgeon General’s warning][Surgeon General’s warning]
signifier(s) signifiedsignified::
Cowboy,Cowboy,
solitude, strength, frontiersolitude, strength, frontier
ruggedness, masculinityruggedness, masculinity
signifiedsignified::
Masculine prowessMasculine prowess
conferredconferred
by consuming the cigaretteby consuming the cigaretteSIGN: Marlboro AdSIGN: Marlboro Adsignifiersignifier: Marlboro Ad: Marlboro Ad
AMERICAN FREEDOM/STRENGTHAMERICAN FREEDOM/STRENGTHSIGN:SIGN:

“Myth is depoliticized speech”

Textsignifiers:signifiers:
rectangle, cloth, stars, stripes,rectangle, cloth, stars, stripes,
signifiedsignified::
original colonies, current statesoriginal colonies, current states
SIGN: FLAGSIGN: FLAG
signifiersignifier: FLAG: FLAG
signified:signified:
AMERICAAMERICA (country)(country)
SIGN: AMERICA (nation)SIGN: AMERICA (nation)
ll
anan
gugu
aa
gege
MYMY
THTH
Semiotics of the American Flag:

QuickTime™ and a
decompressor
are needed to see this picture.
Ad Council, “Freedom”

Barbara Kruger, Untitled (Questions), 1991
Text