Roland Barthes was a 20th century French theorist who was influential in developing structuralism and semiotics. He argued that all cultural forms are composed of signs and that analyzing the relationships between signs, as well as how they are organized and interpreted, reveals the underlying ideologies encoded within texts. Barthes believed that meaning is created not by producers but by active audiences. He explored how myths, narratives, and representations in media can naturalize particular perspectives and potentially mask reality by analyzing the semiotics and structures within cultural forms.

1. Ronald Barths
Semiotics
Zara Guvensen 880314

2. Background info
• Born on the 12th of November 1915, died on the 26th
March 1980.
• One of the earliest structuralists theorists of culture, his
work pioneered ideas of structure which have
underpinned cultural studies and theories today, was an
early instance of marginal criticism.
• One of the leading theorists of semiotics, the study of
signs.

3. Continued ...
• Roland Barthes was an influential theorist who explored
the way in which texts make meaning. Building on
linguistics, he considered that all cultural forms; including
media, are essentially made up of a system of signs.
Barthes identifies two interrelated theoretical
perspectives: 1. Semiotics - the study of individual signs
2. Structuralism - the study of the relationships between
those signs He argues that the organization of these
relationships encodes particular ideologies.

4. Semiotics
• Actions and thoughts – what we automatically do, governed by a
complex set of cultural messages and conventions dependent on
our ability to interpret them instantly and instinctively.
• e.g. automatically reacting to the different colors of traffic lights,
without having to think about it before. This is a sign that's been
established over a long period of time by cultural convention which
we learn as children, requiring a deal if unconscious cultural
knowledge to comprehend its meaning.
• Everyone is constantly interpreting the meanings of signs around
them and is therefore a semiotician, signs can be visual aural or
sonic.

5. The Theory of The Active Audience
• The Theory The Active Audience Barthes considered
texts to be open to many possible interpretations
(readings) from many different perspectives. To consider
different possible readings, he pulled texts apart, to look
at the pieces (semiotics) and how they fit together
(structuralism). Rather than having a meaning
determined by the producer, or one which is somehow ‘in’
the text, Barthes considered the meaning of the finished
text – a book, song, film or advertisement – is to be
created by the audience, therefore a text always remains
open

6. Myth and Ideology
• Term myth has two everyday meanings: 1. A traditional
narrative which explains symbolically the origins of the
world and natural phenomenon and is passed down
through generations, for example, creation myths explain
how the world began 2. Something which is untrue
although it is believed to be true such as ‘it is a myth that
students can leave after fifteen minutes if their teacher
doesn’t turn up’.

7. Semiotics and media
• The study of signs, refers to something that
conveys meaning, e.g. a written/spoken word,
symbol or myth.
• One of Barthes' main themes as the importance of
avoiding the confusion of culture with nature, or
the naturalization of social phenomena.

8. Drawing on Marxist Theory
• For Barthes myth works at the level of ideology.
Representations created in the mass media, through
signs (semiotics) and the structures between them
(structuralism), naturalize a particular view of the world.
These representations may ‘mask’ reality. The
construction of myths in representations and narratives
therefore determines the text’s ideological perspective. 2
Influences on Barthes: ● Ferdinand de Saussure
(Linguistics) ● Vladimir Propp (Russian Formalist