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A discourse "'rules in' certain ways of talking about a topic, defining an acceptable and intelligible way to talk, write, or conduct oneself." (186)
Discourse "defines and produces the objects of our knowledge." (186)
A discourse consists of:
"Kim Kardashian"
An example: health & medicine (e.g., epilepsy)
signifier:
S
I
G
N
signified: what exactly?
"It is the difference between Red and Green which signifies." (178)
Connotation
Denotation
Barthes treats "activities and objects as signs, as a language through which meaning is communicated....
He treats [wrestling] as a text to be read." (182)
skinny jeans ...
(descriptive level)
... connote what?
(broader level connected to the rest of culture)
Not a sport, but "the great spectacle of Suffering, Defeat, and Justice" (Mythologies, 19)
from literal meaning to ... myth ("a second more elaborate and ideologically framed message")