Page 141 - Cultural Theory and Popular Culture an Introduction
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Roland Barthes: Mythologies 125
Photo 6.2 Advertising for teachers.
to teach – would consider studious. It is a double bluff because we are not intended to
be taken in by the operation. We can congratulate ourselves on our perspicacity. We,
unlike others, have not been taken in – we have the necessary cultural competence.
Therefore we are excellent teacher material. The advertisement plays with the know-
ledge necessary to be a teacher and allows us to recognize that knowledge in ourselves:
it provides us with a position from which to say: ‘Yes, I should be a teacher.’
