Roland Barthes

Roland Barthes is a media theorist about language. He is one of the leading theorists of semiotics, the study of signs.He states that every sign have also have connotations, further meanings, that is implied. 

The idea that texts communicate their meanings through a process of signification.

The idea that signs can function at the level of denotation, which involves the literal or common-sense meaning of the sign and at the level of connotation which involves the meanings associated with the sign.

The idea that constructed meanings can come to seem self-evident achieving the status of myth through a process of naturalisation.