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124 Chapter 6 Structuralism and post-structuralism

Figure 6.2 Rock-a-day Johnny ‘Drugs killed my best friend’.

What makes the move from denotation to connotation possible is the store of social
knowledge (a cultural repertoire) upon which the reader is able to draw when he or she
reads the image. Without access to this shared code (conscious or unconscious) the
operations of connotation would not be possible. And of course such knowledge is
always both historical and cultural. That is to say, it might differ from one culture to
another, and from one historical moment to another. Cultural difference might also
be marked by differences of class, race, gender, generation or sexuality. As Barthes
points out,

reading closely depends on my culture, on my knowledge of the world, and it is
probable that a good press photograph (and they are all good, being selected)
makes ready play with the supposed knowledge of its readers, those prints being
chosen which comprise the greatest possible quantity of information of this kind
in such a way as to render the reading fully satisfying (29).

Again, as he explains, ‘the variation in readings is not, however, anarchic; it depends
on the different kinds of knowledge – practical, national, cultural, aesthetic – invested
in the image [by the reader]’ (Barthes, 1977b: 46). Here we see once again the analogy
with language. The individual image is an example of parole,and the shared code (cul-
tural repertoire) is an example of langue.The best way to draw together the different
elements of this model of reading is to demonstrate it. In 1991 the Department
of Education and Science (DES) produced an advertisement that they placed in the
popular film magazine Empire (see Photo 6.2). The image shows two 14-year-old
schoolgirls: Jackie intends to go to university; Susan intends to leave school at 16.
The poster’s aim is to attract men and women to the teaching profession. It operates a
double bluff. That is, we see the two girls, read the caption and decide which girl wants
to go to university, which girl wants to leave at 16. The double bluff is that the girl who
wants to leave is the one convention – those without the required cultural competence