Media Language- Barthes/Strauss

Media Language: Semiotics in Magazines – Roland Barthes

Semiotics is the study of signs and symbols and their use or interpretation - a key concept in media analysis. French literary theorist Roland Barthes theorised semiotics extensively.
Signs in media language are composed of two parts: the signifier (the form which the sign takes like an image, a word, etc.) and the signified (the concept or meaning it represents).
Most advertisements and images in magazines are composed of signifiers aiming to convey certain meanings (signified).
Denotation refers to the literal meaning, the ‘face value’ interpretation of the sign. For example, a picture of a green dress denotes an item of clothing.
Connotation, on the other hand, deals with the symbolic, cultural, or emotional associations of the sign. In our green dress example, it could connote nature, freshness, or even environmental consciousness.
Barthes argued that connotations are where mythologies are created. These are not myths in the traditional sense, but ideologies and beliefs implicitly conveyed through media texts.

Binary Oppositions: Levi-Strauss

French anthropologist Claude Levi-Strauss introduced the concept of binary oppositions to understand how humans make sense of the world.
Within media, binary opposition refers to a pair of related but opposite concepts. This could include fat/thin, urban/rural, or work/leisure etc.
Magazines often use binary oppositions to structure their narratives. For instance, in a fashion magazine, the ‘in vogue’ clothes are often contrasted against those ‘out of style’.
Binary oppositions can often lead to perpetuation of stereotypes as they typically present an oversimplified view of the complex world.
Understanding binary oppositions can also help in analysing how magazines might target different demographics or reinforce societal norms.

Remember, media language in magazines involves a nuanced understanding of the signifiers and their signified meanings, with a focus on both denotations and connotations. Additionally, consider how binary oppositions are used to structure narratives and potentially propagate stereotypes.