ROLAND BARTHES (DENOTATION-CONNOTATION, NARRATIVE CODES)

Question 1

Can you summarise Roland Barthes theory?

Answer 1

1. Proposes the denotation-connotation model.
2. Proposes meaning is anchored by image
3. Proposes the idea of myths (naturalisation, reductivism, reinforcement)
4. Proposes that texts are polysemic
5. Proposes 5 narrative codes

Question 2

Semiotic analysis- denotation- connotation model.

Answer 2

• Barthes suggests all media products are ‘decoded’ by readers.
• First level- ‘denotative reading’ -literal/physical content
• Second level- ‘connotative decoding’ - emotional, symbolic, ideological significance.

Question 3

What are myths?

Answer 3

Chains of repeated, and reinforced ideologies or well established connotations reflecting dominate ideologies (propagated by the powerful)

Question 4

Barthes & how meaning can be anchored

Answer 4

• Text often anchors meaning of images.
• Other times, image and text contradict or challenge each other- creating incongrency/ ambguity/ polysemic readings.

Example- UN Women autocomplete ad campaign- A close-up of a woman’s face, often with a neutral or strong expression.
A Google search bar covers her mouth, showing autocomplete suggestions like: “Women shouldn’t vote/ Women should stay at home”

Question 5

Barthes- Media as a ‘myth-making insitute’

Answer 5

• Barthes proposes that media has assumed authority of the traditional myth-making process.
• Myth: Chains of repeated ideas or well established connotations reflecting dominate ideologies.
• Barthes suggests that myths have 3 main ideological functions
  1. Naturalisation- To present certain ideas as obvious, normal or common sense
  2. Reductivism- To simplify, reduce complex ideas into digestiable messages (deintellectualising/ depoliticising ideas)
  3. Reinforcement- Media often reinforces dominant ideologies (Barthes argues that the powerful control the myth-making process)

Naturalisation- presenting thin, white airbrushed women as the beauty standard.
Reductivism- news coverage of protests focusing only onv violence/ propety damage.

Question 6

Barthes & polysemy

Answer 6

• Texts are polysemic: audiences can interpret them in different ways.
• Barthes rejected the idea of a single “true” meaning.
• “Death of the Author”: The audience creates meaning — not just the producer

Question 7

What are Barthes 5 narrative codes?

Answer 7

• Hermeneutic Code (Enigma Code)
• Proairetic Code (Action Code)
• Cultural Code (Referential Code)
• Semantic Code
• Symbolic Code

Question 8

What is the Hermeneutic Code (Enigma Code)?

Answer 8

Moments of mystery/ engima constructed to intrigue audiences.

Question 9

What are the proairetic codes (action codes)?

Answer 9

Moments in which meaning is rooted in action/ demonstration

Question 10

What are cultural codes (referential codes)?

Answer 10

refers to the inclusion of material that generates meaning from outside the text (requires audiences to have shared knowledge of history, science, religion)

Question 11

What are semantic codes?

Answer 11

any element within a media text that produces a single connotative effect

Question 12

What are symbolic codes?

Answer 12

repeated symbols that convey a deeper meaning.