According to how media and communication are presented people prefer to focus on a selective exposure. (Carah, Nicholas, P E. Louw, and Mila Steele 56). This psychological technique demonstrates how people prefer information that supports their preexisting beliefs and avoid information that contradicts those beliefs. While the political element also significantly adds to the biased of the information presented, this information tends to be influenced by the media in one way or another. Unknowingly, people choose elements that are particular to their viewpoint on the information revealed, particularly through advertisements. The selections that are made are based on the beliefs, perspective on which angle they are looking at it, attitudes and also the decisions they make.
Just like Barthes suggests on the mythologies on the book the audience on the advertisements that are shown on media, the information's instilled on the audience leave them with bias information. This is because they will not get the real information but what the advertiser wants them to see. This leaves the audience with less knowledge on the product and they will, in turn, investigate less on the product showing that they don't even care more about the product. Some of the myths that Barthes suggests are:
Toys
French toys could illustrate better the discussion whereby the adult French man could see the child as a microcosm representation of the adult world. The toys are all reduced copies and symbolize the human objects whereby according to the adult, the child was nothing more but a lesser man. Children were seen as humanoid creatures whereby they could only use objects that are small as the representation of their own size (Barthes, Roland 54). The meaning of French toys, therefore, is socialized and is constituted by the techniques of the adult life in the modern society. Such representations of toys to human nature include; the army, school models, dries that are for permanent waving used on hairdressing, Martian toys for science, trains and petrol stations to represent transport systems, operating dolls for the theater used as a symbol for medicine and many more examples. The toys represent things that the adults see as usual to them on their day to day activities which do not mesmerize them. As much as the toys are the representation of the adult life and they prepare the children in their future endeavors in life, this is not always the case since there is a special skill one acquires with practice and training and not by only playing with the toys. Substances which constitute the toys are essential to know their true value and not only by their shape or forms. In recent days, the monotony of using plastics has been overtaken and some of the toys now are molded from graceless materials whereby they are produced chemically and not naturally formed. This increases their realism and the sweetness as products and the human touch in them.
The New Citroen
Cars are the supreme creations that are being produced at this time and era. They are compared to the great Gothics of the cathedrals where they are brought about by unknown artists where they are then consumed by a lot of people and are highly appreciated as magical objects (Barthes, Roland 89 ). The new Citroen is the perfection that one can see in an object and lack its originality which is brilliant and life transformation into the matter which looks like it exists in the life of fairy tales. The car reveals a technical and assembly of human operation for its smoothness. The materials that constitute the car are evident that is light a definite angle for streamlining nature. It is, therefore, less bulky and more intelligent giving it a relaxed nature. The speed is then expressed less aggressively. Looking at the human art, the new Citroen (Deesse) is a big change in the mythology of cars. This car gives a representation of the homely aspect given the utensils which are found in the design of the household contemporary equipment. The car's dashboard resembles more of the modern kitchen working surface rather than the control room of the vehicle. Therefore, this car is a classical change from speed to a relish and comfortable driving.
Plastic
Comparing to other substances, plastic gives the idea of its transformation that is infinite. Plastic is more than just a movement trace due to its sudden transformation of nature whereby there are more amazing objects that are being transformed from their original crystals giving out spectacle end products (Barthes, Roland 98). Therefore, the amazement a man gets at the sight of the changing forms of matter from the single original to more different effects is perpetual on his or her mind. Moreover, the transformation is pleasurable since it gives man satisfaction of his power. Having been able to accomplish more with the production of plastics, their effects are more negative on the surrounding than the positives one. This is due to the composition of plastic and the production. Plastics cannot exist in nature and so the rate at which they will decompose will be so slow that they will fill the surrounding with dirty plastics for decades unless they are burnt.
Conclusion
The media in itself gives bias information, especially on their advertisements. They will build a mentality on which the human brain will be enticed by what they say and finally they will end up believing in what they have put across (Littleton, C S 84). Therefore, basing on this information, the media clarity on the information revolves around what they want the public to notice and believe in.
Works Cited
Barthes, Roland. Mythologies. New York: Hill and Wang, 2012. Print.
Carah, Nicholas, P E. Louw, and Mila Steele. Media & Society: Production, Content & Participation. Los Angeles: Sage, 2015. Print.
Littleton, C S. The New Comparative Mythology: An Anthropological Assessment of the Theories of Georges Dumézil. Berkeley: Univ. of Calif. Press, 1973. Print.
