Mythologies

This new edition brings into English for the first time all of the essays in the groundbreaking Mythologies by French semiotician and critic Barthes, translated by the redoubtable Howard (Flowers of Evil), and joins them with Lavers’s earlier translation of Barthes’s accompanying analytical essay, “Myth Today.” Barthes examined mass culture, its ads and hidden or disguised messages, its icons and politics, its desperate speed in the mid-1950s. With several exceptions, these pensées are in delectable, bite-sized pieces. Though very much of their time, these essays tell us a lot about how we might intellectually navigate our own century. When the specifics are unfamiliar to a non-French reader, unobtrusive and cogent notes identify the individuals and issues. By framing the mythic in the quotidian, Barthes examines everything from detergent (“dirt is a sickly little enemy which flees from good clean linens at the first sign of Omo’s judgment”) to professional wrestling (“Wrestling is not a sport, it is a spectacle”), Garbo’s face (“virtually sexless, without being at all ‘dubious’ ”), Billy Graham, the Tour de France, a French striptease, plastics, and onward. With so much new material now included, this volume is not an unabridged reissue so much as a celebration anew. 16 pages of b&w illus. (Mar.)