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Roland Barthes: Mythologies 121

Match’s attempt to produce a positive image of French imperialism. Following the
defeat in Vietnam (1946–54), and the then current war in Algeria (1954–62), such an
image would seem to many to be of some political urgency. And as Barthes suggests,
‘myth has ...a double function: it points out and it notifies, it makes us understand
something and it imposes it on us’ (265). What makes this a possibility are the shared
cultural codes on which both Barthes and the readership of Paris Match are able to
draw. Connotations are therefore not simply produced by the makers of the image, but
activated from an already existing cultural repertoire. In other words, the image both
draws from the cultural repertoire and at the same time adds to it. Moreover, the cul-
tural repertoire does not form a homogeneous block. Myth is continually confronted
by counter-myth. For example, an image containing references to pop music culture
might be seen by a young audience as an index of freedom and heterogeneity, whilst
to an older audience it might signal manipulation and homogeneity. Which codes are
mobilized will largely depend on the triple context of the location of the text, the his-
torical moment and the cultural formation of the reader.
In ‘The photographic message’ Barthes (1977a: 26) introduces a number of further
considerations. Context of publication is important, as I have already said. If the photo-
graph of the black soldier saluting the flag had appeared on the cover of the Socialist
Review,its connotative meaning(s) would have been very different. Readers would have
looked for irony. Rather than being read as a positive image of French imperialism, it
would have been seen as a sign of imperial exploitation and manipulation. In addition
to this, a socialist reading the original Paris Match would not have seen the image as a
positive image of French imperialism, but as a desperate attempt to project such an
image given the general historical context of France’s defeat in Vietnam and its pend-
ing defeat in Algeria. But despite all this the intention behind the image is clear:

Myth has an imperative, buttonholing character . . . [it arrests] in both the physical
and the legal sense of the term: French imperialism condemns the saluting Negro
to be nothing more than an instrumental signifier, the Negro suddenly hails me
in the name of French imperiality; but at the same moment the Negro’s salute
thickens, becomes vitrified, freezes into an eternal reference meant to establish
French imperiality (2009: 265–6). 23

This is not the only way French imperialism might be given positive connotations.
Barthes suggests other mythical signifiers the press might use: ‘I can very well give to
French imperiality many other signifiers beside a Negro’s salute: a French general pins
a decoration on a one-armed Senegalese, a nun hands a cup of tea to a bed ridden Arab,
a white schoolmaster teaches attentive piccaninnies’ (266).
Barthes envisages three possible reading positions from which the image could be
read. The first would simply see the black soldier saluting the flag as an ‘example’ of
French imperiality, a ‘symbol’ for it. This is the position of those who produce such
myths. The second would see the image as an ‘alibi’ for French imperiality. This is the
position of the socialist reader discussed above. The final reading position is that of the
‘myth-consumer’ (268). He or she reads the image not as an example or as a symbol,