The media product I have chosen to evaluate Barthes codes semiotics theory is a 2021 edition of Men's Health magazine front cover. The model on the front cover is Michael B Jordan, a famous actor. I have chosen this text as | think it demonstrates the use of Barthes codes to communicate meaning and how they can help to highlight some of the ideologies of the magazine.
Roland Barthes semiotics theory suggests that texts communicate their meaning through a process of signification. Barthes codes include action, enigma, semantic, symbolic and referential codes.
Examples which support the theory:
An example of an enigma code on this front cover is the USP of this magazine which states 'Michael B.Jordan on Power and Purpose + His Navy SEAL Workout'. The aim of this is to raise the question for the audience about what his secret workout is and what advice he has to offer as an idealized celebrity, they need to read the magazine to have a closer look into his life. This reflects the ideology that celebrity guidance is trustworthy and vital to the success of in this case, being fit and healthy. To further support this, another enigma code is the one that say, 'Bigger arms in one easy move'. This makes the audience want answers on how to achieve this goal and it suggests that an ideology of the magazine is that looking good and being in shape is very important and is something that has to be achieved quickly.
An example of an action code is the coverline which says, 'The new normal anxiety'. This acts as an action code as it is giving the audience an answer on whether or not the anxiety that they may be facing is normal or not, Men's Health is telling them that it is. This presents the ideology of the magazine that men's mental health is important and should not be judged.
A symbolic code would be Michael B.Jordan himself on the front cover and in particular, his body language and clothes. The clothes he is wearing aim to show off his muscles and fit physique, possibly to act as guidance and inspiration to men reading this magazine who want to get in shape. Furthermore, his body language with his serious facial expression and stance makes him appear as though he is about to train someone or teach, again representing this image of a role model to the audience. It could also be said that Michael B.Jordan is acting as almost a 'sex symbol' for women to look at and desire and for men to aspire to.
An example of a semantic code which arguably requires a deeper understanding is Michael B.Jordan's main coverline about him and his 'power and purpose' and his new workout. An audience member who maybe does not know who Michael B.Jordan is may not know why they should follow his guidance and listen to his tips. He is a boxer and so arguably his knowledge on fitness and getting into shape should be trusted, but a reader who isn't familiar with this would not be able to infer this from the coverline only.
Criticisms of the theory:
A major limitation of Barthes codes semiotics theory is that it assumes that all audiences will interpret these codes in the same way, and it does not take into consideration negotiated and oppositional readings and also just maybe a lack of understandings. Not all audience members will take the preferred reading of this magazine and align with the ideologies. Due to this, perhaps a more appropriate theory to apply to this product would be Stuart Hall's reception theory as there are many interpretations that can be made by the audience.
Additionally, his theory does not explain why the producers of magazines might have coded their products in this way or why these ideologies are being represented to the audience. For example, it does not tell us anything about the power or structure of the company.
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