SEMIOLOGY - ROLAND BARTHES
KEY IDEAS: // Semiology is the study of signs. Signs consist of a signifier (word, image, sound, etc.) and it's meaning - the signified. // The denotation of a sign is its literal meaning. // Denotations signify connotations - the associations of the denotation. // Denotations and connotations are organised into myths - the ideological meaning. These make ideology seem natural. (E.g. Bulldog = Myth of Britishness)