Roland Barthes Mythologies (1964)
In class, we studied Roland Barthes 'Mythologies' as a group activity. The book was published in 1957 and is gathered of essays taken from Les Lettres nouvelles. The book as a whole examines the tendency of contemporary social value systems in order to create modern myths. Debatably, it is easier to grasp how images can be manipulated, and photography of all media apparently has the most 'truth' within.
Nonetheless, Fiske says that 'denotation is what is photographed, connotation is how it is photographed' (Fiske 1982-91). For photography terms, denotation is the number one attraction at the expense of connotation.
The cover of Paris-Match is a accurate example of the ideology of Roland Barthes famous myths. The image convey's a young black boy who is wearing a French uniform and is saluting with pride and honour. This one image is significantly powerful; it portrays the equality in France and show's without any toleration of discrimination, all citizens are proud to serve their country. The image purpose is an attempt to stabilise the political arguments of racism which has been causing overwhelming emotions for many years and the young boy represents the influence of the French society and youthfulness.
"Myth has in fact a double function: it points out and it notifies, it makes us understand something and it imposes it on us..." - Roland Barthes - 1964.
Rhetoric of the Image (1977)
Roland Barthes turns to this advertisement; the image contains a grocery bag with Panzani and various vegetables and fruit in and around it. The objects are fresh and include packaging which includes brand names printed on it. The purpose of the advertisement is to provoke us as customers to purchase the food and the ways in which it does this is through inciting our temptations and desire. The layout of the advertisement is appealing to the eye due to the red background colour representing freshness and natural preparation. The advertisement has a creative and persuasive meaning through connotation.
I have analysed representation using a frame of Pride. The shot below show's an elderly lady dressed in a long, patterned dress who is dancing with a male of younger years. The male presented has his hands spontaneously placed on the older women's hips causing her to squeal in excitement. Whereas, she has her hands gently placed on top of his which show's some intimacy and shock. Those standing in the background help to create an enjoyable atmospheric feel of the shot due to them happily dancing along individually.
Unfortunately, there is nothing distinctively different between the three women in the shot; they all look like house-wives who play a domestic role. But, there appearance allows us to get an understanding that they are out of their comfort-zones and are feeling somewhat adventurous. The male is pictured as a hero in this shot, he is generously treating the three women to some light-hearted fun forcing a smile upon their faces.
Your opening sentence is confused: come to see me in order to change what you have written. You will also need to explain what Barthes is saying is a 'myth' about the image.
ReplyDeleteIn the second account, that of the Panzani advertisement, you do not explain how 'rhetoric' works, that is, what visual persuading (rhetoric) is being done. How does this brand persuade buyers that their dried and tinned goods are as wholesome, natural and Italian as any fresh goods?
For you analysis of a still from 'Pride', start with a topic sentence ("I have analysed representation using a frame from 'Pride'). You understand the emotions and characters that are depicted but why not contextualize what you write? You know where this still is from and what is happening, so you could have written more confidently on representation.
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