摘要：This essay makes critical reference to Barthes' Mythologies (1956); the text which has been recognised as fundamental to the semiological study of mass and popular culture. However; the essay also goes beyond paying due homage to this seminal work by moving beyond it to provide the context of North American and British studies of mass culture; based on recent theories of mass media and new media; in which Barthes is completely absent. A final comparison concerns the cognitive sciences as "rival sciences" to the semiotic study of pop culture.
关键词：barthes; mito; pop culture; studi culturali; pubblicità
