Visual Communication // Lecture 13

‘The Rhetoric of the Image’

http://www.aber.ac.uk/media/Documents/S4B/sem06.html
http://98.131.80.43/home/wp-content/uploads/2011/06/barthes_rhetoricofimage.pdf
http://www.scribd.com/doc/13270483/Barthes-ImageMusicText

‘How does meaning get into the image? Where does it end? And if it ends, what is there beyond!’ Roland Barthes ‘The Rhetoric of the Image ‘ in  Image, Music Text 1977 p.32

‘Another difficulty in analysing connotation is that there is no particular analytical language corresponding to the particularity of its signifieds - how are the signifieds of connotation to be named? Roland Barthes  ‘The Rhetoric of the Image ‘ in  Image, Music Text 1977 p.47

This common domain of the signifieds of connotation is that of Ideology, which cannot but be single for a given society and history, no matter what signifiers of connotation it may use.

To the general ideology, that is, correspond signifiers of connotation which are specified according to the chosen substance.  These signifiers will be called connotators and the set of connotators a rhetoric, rhetoric thus appearing as the signifying aspect of ideology.