Page 138 - Cultural Theory and Popular Culture an Introduction

CULT_C06.qxd 10/24/08 17:20 Page 122

122 Chapter 6 Structuralism and post-structuralism

nor as an alibi: the black soldier saluting the flag ‘is the very presence of French imperi-
ality’ (267); that is, the black soldier saluting the flag is seen as naturally conjuring up
the concept of French imperiality. There is not anything to discuss: it is obvious that
one implies the presence of the other. The relationship between the black soldier salut-
ing the flag and French imperiality has been ‘naturalized’. As Barthes explains:

what allows the reader to consume myth innocently is that he does not see it as
a semiological system but as an inductive one. Where there is only equivalence,
he sees a kind of causal process: the signifier and the signified have, in his eyes, a
natural relationship. This confusion can be expressed otherwise: any semiological
system is a system of values; now the myth-consumer takes the signification for a
system of facts: myth is read as a factual system, whereas it is but a semiological
system (268).

There is of course a fourth reading position, that of Barthes himself – the mytholo-
gist. This reading produces what he calls a ‘structural description’. It is a reading posi-
tion that seeks to determine the means of ideological production of the image, its
transformation of history into nature. According to Barthes, ‘Semiology has taught us
that myth has the task of giving an historical intention a natural justification, and mak-
ing contingency appear eternal. Now this process is exactly that of bourgeois ideology’
(ibid.). His argument is that ‘myth is constituted by the loss of the historical quality of
things: in it, things lose the memory that they once were made’ (ibid.). It is what he
calls ‘depoliticized speech’.

In the case of the soldier Negro . . . what is got rid of is certainly not French imperi-
ality (on the contrary, since what must be actualised is its presence); it is the
contingent, historical, in one word: fabricated, quality of colonialism. Myth does
not deny things, on the contrary, its function is to talk about them; simply, it purifies
them, it makes them innocent, it gives them a natural and eternal justification, it
gives them a clarity which is not that of an explanation but that of a statement of
fact. If I state the fact of French imperiality without explaining it, I am very near
to finding that it is natural and goes without saying. . . . In passing from history to
nature, myth acts economically: it abolishes the complexity of human acts ...it
organises a world which is without contradictions because it is without depth, a
world wide open and wallowing in the evident, it establishes a blissful clarity:
things appear to mean something by themselves (269). 24

Images rarely appear without the accompaniment of a linguistic text of one kind or
another. A newspaper photograph, for example, will be surrounded by a title, a cap-
tion, a story, and the general layout of the page. It will also, as we have already noted,
be situated within the context of a particular newspaper or magazine. The context pro-
vided by the Daily Telegraph (readership and reader expectation) is very different from
that provided by the Socialist Worker. The accompanying text controls the production
of connotations in the image.