Konotacja w społecznym i medialnym konstruowaniu rzeczywistości

Abstract

The author deals with the question of growing importance of commonly shared con- notations, which is a response on growing role of slogans, catchwords and icons in new media communication practices. Commonly shared connotations can provide necessary contexts to elliptical statements. This means the growing importance of mythologies in the sense of Roland Barthes within the contemporary public spheres. Connotations are axiologically characterised accompanying meanings, which in a spontaneous experience syncretically pass into the sign and even ‚absorb’ it. In Barthes’ understanding, mythical thinking is characterised by control of the connotative content (the unobjectified value-bearing associations) over phenomena. The author focuses on connotation as a figure of myth on account of its ability to create a clear, easily legible, obvious world. Connotation, employed instrumentally, is able to legitimize literally everything.