Roland Barthes
Roland Barthes was a semioligist; basically he was paid to look at 'texts' to decipher how they were put together. He has described it as like a ball of string, texts may be 'open' unravelled in lots of different ways or 'closed' when there is only one obvious thread to pull on.
Codes
Action code- Implies something is about to happen
Enigma code- Something in a story that makes you ask a question
Semantic code- When an object gives ideas about things that are associated with it in connotation
Cultural code- When you use the audience that have a shared body of knowledge.
Symbolic code- Binary opposites
Binary Opposites- Levi Straus
He believed that the world was split into a series of binary opposites. Essentially only one thing can be defined in relation to something it isn't.
Ideology
An organised collection of ideas. An ideology can be thought of as a comprehensive vision as a way of looking at things, a belief which helps explain the world around us.
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