Semiotics, Masculinity, and Verisimilitude in Media

1. Saussure's Langue and Barthes's Myth

Langue

Saussure's concept of langue refers to the underlying system of rules and conventions that govern a language. It's the internal structure, understood by a social group, that allows for communication. While rarely consciously considered in daily life, langue provides the framework for linguistic expression.

Myth

Barthes's concept of myth builds upon Saussure's work. He argues that signs don't inherently possess meaning; meaning is arbitrary and culturally constructed. Myths are created through connotations attached to objects, making these associations feel natural. Advertisements often leverage myths to enhance product appeal.

Example of Myth in Advertising

A recent car commercial depicts a rugged, adventurous driver navigating challenging terrain. The ad creates a myth connecting the car with freedom, exploration, and masculinity. This association, while arbitrary, resonates with consumers and influences their perception of the vehicle.

2. Multiple Versions of Masculinity

Nixon's Argument

Sean Nixon argues that masculinity isn't monolithic but exists in multiple forms. He highlights "the new man" version of masculinity, prevalent in late 1980s advertising, which presented a specific representation of maleness.

Privileged Masculinity in the United States

In the United States, a hegemonic form of masculinity emphasizing strength, dominance, and stoicism is often privileged. This is evident in media portrayals, where male figures are frequently depicted as physically powerful, emotionally reserved, and successful.

Evidence of Privileged Status

The prevalence of this masculine ideal in advertising, film, and television reinforces its privileged status. Male characters embodying these traits are often presented as role models, while deviations from this norm are sometimes marginalized or ridiculed.

3. Cultural and Generic Verisimilitude

Cultural Verisimilitude

Cultural verisimilitude refers to how believable a fictional work is in relation to the real world. A story that accurately reflects societal norms, behaviors, and settings exhibits strong cultural verisimilitude.

Generic Verisimilitude

Generic verisimilitude refers to how believable a fictional work is within the conventions of its genre. A fantasy novel, for instance, can have strong generic verisimilitude even if it depicts a magical world, as long as its internal rules and logic are consistent.

Example of Changing Cultural Verisimilitude

The television show "Modern Family" reflects a shift in cultural verisimilitude regarding family structures. Its portrayal of diverse family units, including same-sex couples and blended families, mirrors evolving societal norms and acceptance.