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.

Armillaria Ostoyae - © Attention Deficit Disorder Prosthetic Memory Program
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Armillaria Ostoyae
33 Thomas Street - © Attention Deficit Disorder Prosthetic Memory Program
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33 Thomas Street
One World In Relation - © Attention Deficit Disorder Prosthetic Memory Program
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One World In Relation
Polyphemus - © Attention Deficit Disorder Prosthetic Memory Program
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Polyphemus
Fantasy coffin - © Attention Deficit Disorder Prosthetic Memory Program
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Fantasy coffin
Instant Housing by Winfried Baumann - © Attention Deficit Disorder Prosthetic Memory Program
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Instant Housing by Winfried Baumann
Machine Learning - © Attention Deficit Disorder Prosthetic Memory Program
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Machine Learning
Ulvetanna - © Attention Deficit Disorder Prosthetic Memory Program
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Ulvetanna
Sirius (1977) - © Attention Deficit Disorder Prosthetic Memory Program
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Sirius (1977)
Robert Pershing Wadlow - © Attention Deficit Disorder Prosthetic Memory Program
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Robert Pershing Wadlow
Controlled Impact Demonstration - © Attention Deficit Disorder Prosthetic Memory Program
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Controlled Impact Demonstration
Rogue Waves - © Attention Deficit Disorder Prosthetic Memory Program
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Rogue Waves

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