Attention Deficit Disorder Prosthetic Memory Program

Elementi di semiologia

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Barthes’ many monthly contributions, collected in his Mythologies (1957), frequently interrogated specific cultural materials in order to expose how bourgeois 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.” A picture of a full, dark bottle is a signifier that relates to a specific signified: a fermented, alcoholic beverage. However, the bourgeoisie relate it to a new signified: the idea of healthy, robust, relaxing experience. Motivations for such manipulations vary, from a desire to sell products to a simple desire to maintain the status quo. These insights brought Barthes in line with similar Marxist theory. Barthes used the term “myth” while analyzing the popular, consumer culture of post-war France in order to reveal that “objects were organized into meaningful relationships via narratives that expressed collective cultural values.”[8]

In The Fashion System Barthes showed how this adulteration of signs could easily be translated into words. In this work he explained how in the fashion world any word could be loaded with idealistic bourgeois emphasis. Thus, if popular fashion says that a ‘blouse’ is ideal for a certain situation or ensemble, this idea is immediately naturalized and accepted as truth, even though the actual sign could just as easily be interchangeable with ‘skirt’, ‘vest’ or any number of combinations. In the end Barthes’ Mythologies became absorbed into bourgeois culture, as he found many third parties asking him to comment on a certain cultural phenomenon, being interested in his control over his readership. This turn of events caused him to question the overall utility of demystifying culture for the masses, thinking it might be a fruitless attempt, and drove him deeper in his search for individualistic meaning in art.

Soong Ching Ling monument - © Attention Deficit Disorder Prosthetic Memory Program
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Soong Ching Ling monument
3PM - © Attention Deficit Disorder Prosthetic Memory Program
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3PM
Beach Portraits - © Attention Deficit Disorder Prosthetic Memory Program
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Beach Portraits
Binaural Recording - © Attention Deficit Disorder Prosthetic Memory Program
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Binaural Recording
Cadillac Ranch - © Attention Deficit Disorder Prosthetic Memory Program
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Cadillac Ranch
Laurent Melki - © Attention Deficit Disorder Prosthetic Memory Program
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Laurent Melki
Armillaria Ostoyae - © Attention Deficit Disorder Prosthetic Memory Program
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Armillaria Ostoyae
Toshio Saeki - © Attention Deficit Disorder Prosthetic Memory Program
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Toshio Saeki
Aggressive Mimicry - © Attention Deficit Disorder Prosthetic Memory Program
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Aggressive Mimicry
The Holy Vespa - © Attention Deficit Disorder Prosthetic Memory Program
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The Holy Vespa
Roberto Carlos Impossible Goal Against Tenerife - © Attention Deficit Disorder Prosthetic Memory Program
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Roberto Carlos Impossible Goal Against Tenerife
The Mind's Eye - © Attention Deficit Disorder Prosthetic Memory Program
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The Mind's Eye

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