Denotation- the thing/object/symbol (what is depicted)
Connotation- the cultural meaning that we attatch to it (how it is depicted)
Roland Barthes came up with the idea of denotation and connotation. As Barthes noted, Saussure's model of the sign focused on denotation at the expense of connotation and it was left to subsequent theorists (notably Barthes himself) to offer an account of this important dimension of meaning.
He stressed the interactive role of the reader, bringing their own experiences e.g. culture etc into the interpretation of the subject.
He also introduced the idea of MYTHS, the culture's way of understanding something through a chain of related concepts. A MYTH is a CLUSTER OF SIGNS. Myths can often change. Symbolic Signification: through convention, an object comes to stand for a whole concept. e.g. Rolls Royce and wealth.
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