// Mythologies. Transl. from French by A. Lavers. New York: Hill and Wang, a divsion of Farrar, Straus and Giroux, 1987.
26 pages (pp. 109-158).Barthes addresses the question of "What is a myth, today?" with the analysis of ideas such as: myth as a type of speech, and myth on the wings of politics.Following on from the first section, Barthes justifies and explains his choices and analysis. He calls upon the concepts of semiology developed by Ferdinand de Saussure at the turn of the century. Saussure described the connections between an object (the signified) and its linguistic representation (such as a word, the signifier) and how the two are connected.
Working with this structure Barthes continues to show his idea of a myth as a further sign, with its roots in language, but to which something has been added. So with a word (or other linguistic unit) the meaning (apprehended content) and the sound come together to make a sign. To make a myth, the sign itself is used as a signifier, and a new meaning is added, which is the signified. But according to Barthes, this is not added arbitrarily. Although we are not necessarily aware of it, modern myths are created with a reason. As in the example of the red wine, mythologies are formed to perpetuate an idea of society that adheres to the current ideologies of the ruling class and its media.
