Roland Barthes is a prominent media theorist who was heavily influential in the development of media theory. He explored semiotics, and theorised about how a 'bourgeois society' asserted their values through cultural materials - these could be analysed through semiotics and signs.
Images within the media can be said to have 2 layers of meaning.
There is the obvious description, where an image can be taken at face value, which is called the denotation of the image.
Then, there is the deeper meaning that is created by the signs and implied messages put forward in the image, which are the connotations of the image.
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