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.

Challenger Deep - © Attention Deficit Disorder Prosthetic Memory Program
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Challenger Deep
Rogue Waves - © Attention Deficit Disorder Prosthetic Memory Program
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Rogue Waves
Other World Kingdom - © Attention Deficit Disorder Prosthetic Memory Program
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Other World Kingdom
Ato boldon - © Attention Deficit Disorder Prosthetic Memory Program
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Ato boldon
National Redoubt - © Attention Deficit Disorder Prosthetic Memory Program
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National Redoubt
Deja Vu - © Attention Deficit Disorder Prosthetic Memory Program
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Deja Vu
Mano del Desierto - © Attention Deficit Disorder Prosthetic Memory Program
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Mano del Desierto
Empire - © Attention Deficit Disorder Prosthetic Memory Program
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Empire
Eye Tracking - © Attention Deficit Disorder Prosthetic Memory Program
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Eye Tracking
Kukeri - © Attention Deficit Disorder Prosthetic Memory Program
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Kukeri
Earthquake Baroque - © Attention Deficit Disorder Prosthetic Memory Program
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Earthquake Baroque
On The Art Of The Cinema - © Attention Deficit Disorder Prosthetic Memory Program
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On The Art Of The Cinema

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