11-10-25

Roland Barthes
from structuralism to post-structuralism

Professor Jeppesen 1
 2

Saussure:
structuralist semiotics
! sign = signifier + signified

Professor Jeppesen 11-10-25

 11-10-25

The Far Side of semiotics

How are signifiers and signifieds being put into play?

Professor Jeppesen 3
myth = second order signification

= SIGNIFICATION

11-10-25 Professor Jeppesen 4

11-10-25 Professor Jeppesen 5
11-10-25 Professor Jeppesen 6

Semiotics of Paris Match cover
sign
! In the first-order sign system,
the sign is a young black
soldier saluting (presumably
the off-camera French flag)
Professor Jeppesen
7
signification
! In the second-order sign
system, the signification is
that “France is a great
empire, that all her sons,
without any colour
discrimination, faithfully
serve under her
flag” (Barthes 82).
! Frenchness
! militariness
11-10-25
 8

The Romans in film

Men’s haircuts Ethic of signs
! Signs should be either
(1) openly intellectual &
distanced, or
(2) deeply imaginative,
revealing a hidden aspect
of life

! The fringe (bangs) to

indicate ‘Roman-ness’ is a
degraded spectacle
because it is intermediate

Professor Jeppesen 11-10-25

 9

Blue guides

Professor Jeppesen 11-10-25

 10
Myth in art
“Family of Man” Exhibit
MoMA, New York, 1955

Professor Jeppesen 11-10-25

 11
Architecture
Sign and signification :: systems

Vancouver Public Library

Professor Jeppesen 11-10-25

12
Furniture
systems
living room ::
signs, signification

Professor Jeppesen 11-10-25

 13
Fashion
systems

Glasses ::
Sign and
signification

Professor Jeppesen 11-10-25

 14

your advertisement
! get into pairs or small groups
and:

1. decode the 1st order signs

2. decode the 2nd order

signification or myths

Professor Jeppesen 11-10-25

 15

Next class

Professor Jeppesen 11-10-25