13.07.2015 Views

Roland Barthes – Mythologies - soundenvironments

Roland Barthes – Mythologies - soundenvironments

Roland Barthes – Mythologies - soundenvironments

SHOW MORE
SHOW LESS

You also want an ePaper? Increase the reach of your titles

YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.

It is a kind of homeopathy: one cures doubts about the Church orthe Army by the very ills of the Church and the Army. Oneinoculates the public with a contingent evil to prevent or cure anessential one. To rebel against the inhumanity of the EstablishedOrder and its values, according to this way of thinking, is an illnesswhich is common, natural, forgivable; one must not collide with ithead-on, but rather exorcize it like a possession: the patient ismade to give a representation of his illness, he is made familiarwith the very appearance of his revolt, and this revolt disappearsall the more surely since, once at a distance and the object of agaze, the Established Order is no longer anything but aManichaean compound and therefore inevitable, one which winson both counts, and is therefore beneficial. The immanent evil ofenslavement is redeemed by the transcendent good of religion,fatherland, the Church, etc. A little 'confessed' evil saves one fromacknowledging a lot of hidden evil.prejudice which cost us dearly, too dearly, which cost us too muchin scruples, in revolt, in fights and in solitude.* In Molière's Médecin malgré lui.One can trace in advertising a narrative pattern which clearlyshows the working of this new vaccine. It is found in the publicityfor Astra margarine. The episode always begins with a cry ofindignation against margarine: 'A mousse? Made with margarine?Unthinkable!' 'Margarine? Your uncle will be furious!' And thenone's eyes are opened, one's conscience becomes more pliable, andmargarine is a delicious food, tasty, digestible, economical, usefulin all circumstances. The moral at the end is well known: 'Here youare, rid of a prejudice which cost you dearly!' It is in the same waythat the Established Order relieves you of your progressiveprejudices. The Army, an absolute value? It is unthinkable: look atits vexations, its strictness, the always possible blindness of itschiefs. The Church, infallible? Alas, it is very doubtful: look at itsbigots, its powerless priests, its murderous conformism. And thencommon sense makes its reckoning: what is this trifling dross ofOrder, compared to its advantages? It is well worth the price of animmunization. What does it matter, after all, if margarine is justfat, when it goes further than butter, and costs less? What does itmatter, after all, if Order is a little brutal or a little blind, when itallows us to live cheaply? Here we are, in our turn, rid of a4142

Hooray! Your file is uploaded and ready to be published.

Saved successfully!

Ooh no, something went wrong!