Ludovig uses signs that construct a female gender. It is not defined by the object of its message, but by the way it utters its message; myth is a mode of signification, a form. Barthes is trying to account for the way social meaning gets stuck to raw material. Trying to figure out the connotative level of meaning. A child too poor to buy colour crayons. Barthes starts in the world of linguistic messages. He dismisses the differences between types of signs. He wants to talk about more than just language. Myth can be a painting, speech, diagram, a cup, etc. Mythology can be understood through semiotics; it is a study of ideas-in-forms p. 112 footnote: you don"t see many signs on the sea, but on the beach there are tons: bathing suits, physical signs, flipflops, etc. Ferdinand de saussure discovered that language is a science. Taught a course in university called general linguistics that he knew nothing about.