Barthes ‘argued that the importance of the media in the dissemination of ideology or views of the world rested on their ability to structure signs and images in particular ways. He examined the ways in which signs (that is, images, words, music and objects) convey deeper meanings within society and culture than might outwardly appear so. In particular he saw the media, through the process of signification, making certain meanings and views in society appear natural and common sense.
Kevin Williams, Understanding Media Theory (Schools of Thought: Developing Approaches to Media Theory) p. 55
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