{"id":6400,"date":"2005-09-08T23:00:00","date_gmt":"2005-09-08T23:00:00","guid":{"rendered":"http:\/\/www.earthwidemoth.com\/blog\/2005\/09\/08\/barthes-rhetori\/"},"modified":"2005-09-08T23:00:00","modified_gmt":"2005-09-08T23:00:00","slug":"barthes-rhetori","status":"publish","type":"post","link":"https:\/\/www.earthwidemoth.com\/blog\/2005\/09\/08\/barthes-rhetori\/","title":{"rendered":"Barthes – Rhetoric of the Image (1964)"},"content":{"rendered":"\u23f3 Approximate reading time: <\/span> 3<\/span> mins<\/span><\/span>

In the advertising image, nice bright colors–a net-sack of Panzani pasta and
\nassorted spaghettimakers including vegetables, fresh<\/i> and plenty<\/i>.
\nThough non-linear, many of the signs accord with a variety of "euphoric values,"
\nsays Barthes: domestic preparation, freshness, an unpacking, the casual
\nmarket-knowledge of slow foods of a pre-mechanical pace (no need for
\npreservation, refrigeration). Also, in the coordination of colors and types,
\nBarthes suggests second meaning–Italianicity<\/i> or a gathering of things
\nItalian, much of this "based on a familiarity with certain tourist stereotypes"
\n(34).  Each of these meanings match with distinctive kinds of knowledge.<\/p>\n

<\/p>\n

"Thus
\nwe find ourselves immediately at the heart of the most important problem facing
\nthe semiology of images: can analogical representation (the ‘copy’) produce true
\nsystems of signs and not merely agglutinations of symbols?" (32)<\/p>\n

Onward down a trail of theorizing resembling the semiotic pursuit begun in
\n"The Photographic Image," Barthes names three orders of meaning in the
\nadvertising image, three messages: "a linguistic message, a coded iconic
\nmessage, and a non-coded iconic message" (36). A reading of the image might
\nconsider each of these messages (as well as the questions opening the essay: "How does meaning get into the image? Where does it end? And if it ends, what
\nis there beyond<\/i>?" (32)).  The meanings are discontinuous; they
\ninvolve "floating chains of signifiers" (39), and this polysemous quality–a
\nquality shared by all images?–opens onto choice (i.e., those<\/i> two
\nsignifiers, but not this<\/i> one).  Consequently, "in every society
\nvarious techniques are developed," Barthes explains, "intended to fix the
\nfloating chain of signifieds in such a way as to counter the terror of uncertain
\nsigns; the linguistic message is one of these techniques" (39).<\/p>\n

The interplay of these signifying orders–the three message-types–concerns
\nBarthes throughout the essay.  In specific cases, the linguistic message
\nmight reinforce or "support" the coded iconic message, resulting in what he
\ncalls anchorage<\/i>: "a kind of vice which holds the connoted meanings from
\nproliferating, whether towards excessively individual regions (its limit, that
\nis to say, the projective power of the image) or towards dysphoric values" (39).  
\nAnchorage basically involves "elucidation" and selection. Relay<\/i>, a term
\nB. partners with anchorage, is less common, he says; as I understand it,
\nrelay<\/i> is the linguistic message that leads (often through a series of
\nimages), thereby making the image-set or sequence "lazier."  Relay
\nintroduces diegesis; it stories the image and, as a consequence, eases or
\nrelieves seeing.<\/p>\n

In the final two sections of the essay–"The denoted image" and "Rhetoric of
\nthe image"–Barthes addresses a pair of problems: the truth or fact of the image
\nas taken-to-be natural and the rhetorical factors affecting the reading of the
\nimage.   The first problem results from from mechanical capture and (re)production–a
\nsort of latent mathesis:
\n"the absence of a code reinforces the myth of photographic ‘naturalness’: the
\nscene is there, captured mechanically, not humanly (the mechanical here is a
\nguarantee of objectivity)" (44). Myth indeed.  He continues, "What we have is a new space-time category: spatial immediacy and temporal
\nanteriority, the photograph being an illogical conjunction between the
\nhere-now<\/i> and the there-then<\/i>. (44) And, "Hence the photograph is not the last (improved) term of the great family of
\nimages; it corresponds to a decisive mutation of informational economies" (45).
\n[Strung together quotes; allowable for notes?]<\/p>\n

Lastly, in terms of rhetoric and lexicons (lexia?), Barthes works through
\nsome of the issues involved, from attitudes and ideology, to knowledge and
\n"surprises of meaning" (47): "The variation in readings is not, however, anarchic; it depends on the
\ndifferent kinds of knowledge–practical, national, cultural, aesthetic–invested
\nin the image and these can be classified, brought into a typology" (46).<\/p>\n","protected":false},"excerpt":{"rendered":"

\u23f3 Approximate reading time: <\/span> 3<\/span> mins<\/span><\/span>In the advertising image, nice bright colors–a net-sack of Panzani pasta and assorted spaghettimakers including vegetables, fresh and plenty. Though non-linear, many of the signs accord with a variety of "euphoric values," says Barthes: domestic preparation, freshness, an unpacking, the casual market-knowledge of slow foods of a pre-mechanical pace (no need for preservation, refrigeration). Also,…<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[167],"tags":[303,444,400,441,445,327,185,446,433],"class_list":["post-6400","post","type-post","status-publish","format-standard","hentry","category-reading_notes","tag-advertising","tag-aesthetics","tag-barthes","tag-image","tag-knowledge","tag-reading","tag-rhetoric","tag-typology","tag-visuality"],"yoast_head":"\nBarthes - Rhetoric of the Image (1964) - Earth Wide Moth<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.earthwidemoth.com\/blog\/2005\/09\/08\/barthes-rhetori\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Barthes - Rhetoric of the Image (1964) - Earth Wide Moth\" \/>\n<meta property=\"og:description\" content=\"\u23f3 Approximate reading time: 3 minsIn the advertising image, nice bright colors–a net-sack of Panzani pasta and assorted spaghettimakers including vegetables, fresh and plenty. 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The \"photographic paradox,\" as he puts it, involves the double structure of contending linguistic orders (connotative, denotative) and the photograph\u2026","rel":"","context":"In "Reading Notes"","block_context":{"text":"Reading Notes","link":"https:\/\/www.earthwidemoth.com\/blog\/category\/reading_notes\/"},"img":{"alt_text":"Browder (left) and Tydings (right)","src":"https:\/\/i0.wp.com\/www.earthwidemoth.com\/blog\/img\/tydingsbrowder.jpg?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":6992,"url":"https:\/\/www.earthwidemoth.com\/blog\/2006\/07\/02\/barthes-the-dea\/","url_meta":{"origin":6400,"position":1},"title":"Barthes, “The Death of the Author”","author":"Derek Mueller","date":"July 2, 2006","format":false,"excerpt":"Barthes, Roland. \"The Death of the Author.\" Image-Music-Text. Trans. Stephen Heath. New York: Hill and Wang, 1977. 142-148. Barthes advances several important (now \"given\") theoretical maneuvers in defining writing as \"performative,\" in destabilizing the role of intentionality in reading, and in involving the reader as an equal (if unknowable) participant\u2026","rel":"","context":"In "Writing Technologies"","block_context":{"text":"Writing Technologies","link":"https:\/\/www.earthwidemoth.com\/blog\/category\/writing_technol\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":7225,"url":"https:\/\/www.earthwidemoth.com\/blog\/2009\/09\/10\/rb-rb-le-relati\/","url_meta":{"origin":6400,"position":2},"title":"Reorientation","author":"Derek Mueller","date":"September 10, 2009","format":false,"excerpt":"This was a jam-packed week (local travel, semester buildup, starts), so I neglected to celebrate properly the Barthes of September. Barthes of September is my own semi-forgettable holiday, Sept. 7, a day when in years past I have posted something or other from Roland Barthes. Pure negligence on my part\u2026","rel":"","context":"In "Networks"","block_context":{"text":"Networks","link":"https:\/\/www.earthwidemoth.com\/blog\/category\/networkacy\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":6617,"url":"https:\/\/www.earthwidemoth.com\/blog\/2006\/09\/07\/no-last-word\/","url_meta":{"origin":6400,"position":3},"title":"No Last Word","author":"Derek Mueller","date":"September 7, 2006","format":false,"excerpt":"Remembering to read a little bit of Barthes from time to time. I like this one (from RB): When I used to play prisoner's base... When I used to play prisoner's base in the Luxembourg, what I liked best was not provoking the other team and boldly exposing myself to\u2026","rel":"","context":"In "Reading Notes"","block_context":{"text":"Reading Notes","link":"https:\/\/www.earthwidemoth.com\/blog\/category\/reading_notes\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":7137,"url":"https:\/\/www.earthwidemoth.com\/blog\/2008\/09\/08\/free-cantons\/","url_meta":{"origin":6400,"position":4},"title":"Free Cantons","author":"Derek Mueller","date":"September 8, 2008","format":false,"excerpt":"\u00a0 Stupid? A classical view (based on the unity of the human person): stupidity is an hysteria: it would be enough to see oneself as stupid in order to be less so. A dialectical view: I agree to pluralize myself, to permit free cantons of stupidity to live within me.\u2026","rel":"","context":"In "Rhythms"","block_context":{"text":"Rhythms","link":"https:\/\/www.earthwidemoth.com\/blog\/category\/rhythms\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":6405,"url":"https:\/\/www.earthwidemoth.com\/blog\/2005\/09\/12\/barthes-the-thi\/","url_meta":{"origin":6400,"position":5},"title":"Barthes – The Third Meaning (1970)","author":"Derek Mueller","date":"September 12, 2005","format":false,"excerpt":"Barthes's essay, \"The Third Meaning: Research notes on some Eisenstein Stills,\" approaches a third order of meaning, an inarticulable beyond, extant to the first-order obvious and the second-order symbolic but not wholly divorced from them.\u00a0 The third meaning takes its shape from a \"theoretical individuality\" (55) (close associate to the\u2026","rel":"","context":"In "Reading Notes"","block_context":{"text":"Reading Notes","link":"https:\/\/www.earthwidemoth.com\/blog\/category\/reading_notes\/"},"img":{"alt_text":"Here, third meaning for Barthes","src":"https:\/\/i0.wp.com\/www.earthwidemoth.com\/blog\/img\/barthesensteinI.jpg?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]}],"jetpack_likes_enabled":true,"_links":{"self":[{"href":"https:\/\/www.earthwidemoth.com\/blog\/wp-json\/wp\/v2\/posts\/6400","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.earthwidemoth.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.earthwidemoth.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.earthwidemoth.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.earthwidemoth.com\/blog\/wp-json\/wp\/v2\/comments?post=6400"}],"version-history":[{"count":0,"href":"https:\/\/www.earthwidemoth.com\/blog\/wp-json\/wp\/v2\/posts\/6400\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.earthwidemoth.com\/blog\/wp-json\/wp\/v2\/media?parent=6400"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.earthwidemoth.com\/blog\/wp-json\/wp\/v2\/categories?post=6400"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.earthwidemoth.com\/blog\/wp-json\/wp\/v2\/tags?post=6400"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}