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Sample text

Semioticians like Barthes developed Saussure’s findings, using language analogously to explore and ‘read’ a much wider range of cultural signs beyond the purely linguistic. In Barthes’ Mythologies these included everything from wrestling and steak and chips to magazine and film images. A crucial semiotic distinction made by Barthes is between denotation, or a sign’s literal meaning and connotation, or a sign’s associated meanings (see Chapter 3 for further discussion). One of Hall’s favourite examples, taken from Barthes, is of an item of clothing; the sweater: the photo-image of a sweater is (denotes) an object worn .

1111 2 3 4 5 6 7 8 9 10 11 2 3 4 5 6 7111 8111 9 20 1 2 3 4 5 6 7 8 9 30111 1 2 3 4 5 6 7111 CCCS’s history. While each essay carries a different emphasis on, respectively, the theoretical (‘Cultural studies: two paradigms’) and the institutional (‘Cultural studies and the centre’) developments at the CCCS, they are considered alongside one another (rather than consecutively) below because their subject matter overlaps and repeats itself significantly. ABSOLUTE BEGINNINGS: FOUNDATIONS OF CULTURAL STUDIES Writing on the emergence of cultural studies from within the context of the CCCS, Stuart Hall has said that the ‘search for origins is tempting but illusory’: there are ‘no absolute beginnings’ (CSAC: 16).

Of fashion, sweater may connote ‘a fashionable style of haute couture’, a certain informal style of dress, and so on. Set against the right background, and positioned in the domain of romantic discourse, sweater may connote ‘long autumn walk in the woods’. (DNP: 64) Part of Hall’s point here is that the literal (denotative) meaning of the sign depends for its connotations on the context in which it is produced: a sweater is perhaps more likely to connote ‘unfashionable’ within the specialised discourse of fashion today.

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