IJSRP, Volume 10, Issue 7, July 2020 Edition [ISSN 2250-3153]
As Roland Barthes has meticulously explained in his essay ‘Myth Today’, “myth”, according to him, is essentially a type of speech ; it is a cohesive “system of communication” through which an effective message is conveyed. “Myth” is a “form”, or rather, a mode of signification into which “society” can be reintroduced through a discourse. This discursive property in a myth assigns to it various “historical limits” and “conditions of use”. As Barthes has reiterated over and over again, there are no “substantial” limits to a myth as the substance that the myth contains loses all its connotations and becomes an empty signifier- a “form” devoid of “meaning”. However, later in the essay Barthes clarifies: “that the form does not suppress the meaning, it only impoverishes it”- if myth is a vessel, then it becomes a form to acquire a new meaning. In this paper, an intricate analysis of modern popular myth and its application in advertising and news narratives are shown. This paper will also explore how myths evolve and transform. Myths are forgotten, unless they are recreated.