THINK PINK: BREAST CANCER AWARENESS IN EDMONTON
UTILIZING THE PINK RIBBON
When looking at Barthes model there is an importance put on the denotative and connotative meanings. We initially look at the first order denotative meaning which gives us the literal sense and we then proceed more thoroughly into the realm of connotative meaning (Allen 2003, 50). How we respond to this last level of signification is of the ultimate importance, which Barthes styles in terms of the ‘rhetorical code’, and it depends on the context in which the statement is presented (Allen 2003, 51). Barthes theory lets the combination of the denotative meaning and connotative meaning come together to give us the images meaning, however it also depends on the context the image is placed in. For the Pink Ribbon example the denotative meaning is the pink ribbon, while the connotative meaning is based on the emotion the ribbon portrays. The rhetorical code is crucial as it involves the worldview or ideological sign which the creator wants the reader to realize (Allen 2003, 51). When it comes to the pink ribbon the context can be important, as the ribbon can be displayed by many people using numerous forms such as fundraising events, everyday objects such as a keychain, and through corporate partners.
Barthes believed that every sign comes from the signifier and signified, and doesn’t take into consideration the interpretation of signs by unique individuals and their own personal experiences. His theory is rooted in the fact that every sign comes from this pairing of signifier and signified and can lose the influence of the individual viewer. Barthes fails to see that the connotative signifier presupposes the interpretant and the sign presupposes the interpretant (Tejera 1988, 175). With breast cancer and the pink ribbon, people initially draw on personal experience towards the symbol and can be drawn to this emotion right off the start. One of Barthes more famous examples of the semiotics model is of the rose. He explained that roses were a signifier of the signified, passion, something signified by the roses sent to a loved one. Strinati argues that this has its flaws, because the roses could signify passion but also could be sent as a joke, a farewell, or for many other reasons. (Strinati 1995, 125)
This can be the case with the pink ribbon as it can take on multiple meanings such as hope, remembrance, or even commercialization depending on how one displays it, or how it is viewed. Both the viewer and the creator have their own experiences and reasons. You cannot simply understand symbols in terms of the system of signs, you need to locate the context of the social relationships in where the acknowledgment of meaning is found (Strinati 1995, 125). There can’t be a complete and objective meaning to analyzing signs, just as there can’t be a complete meaning to the pink ribbons.
This symbol has spread through dominant modes of representation in our society, specifically visual culture. It can be seen in many forms throughout Edmonton and the world. Our perspective and meaning that the pink ribbon displays has been influenced by these styles of representation. This is similar to the Marxist perspective, in that “those who own the means of production are also in control of the ideas and viewpoints produced and circulated in a society’s media venues” (Sturken and Cartwright 2010, 69). Therefore the media, newspapers, corporations and other influential institutions have power over how the pink ribbon is portrayed. Firms such as CIBC and M&M’s have latched onto this cause and it is tough to decipher if their involvement is solely for public relations or if they are truly invested in the cause. This had led to a divide between breast cancer supporters, those who believe the commercialization of the ribbon is exploited for revenue and those who believe it has added value to the cause. Currently on the Pink Ribbon website there is a poll asking this very question: http://www.pinkribbon.org/
The pink ribbon is also seen as an icon to many people. “An icon is an image that refers to something outside its individual components” (Sturken and Cartwright 2010, 36). It has great symbolic meaning to anyone who has been directly influenced by breast cancer, and also is realized by nearly the entire populous. This icon is identified universally as a sign of breast cancer awareness and the battle to end the disease. When people display the pink ribbon it is symbolizing the fight against a disease that has taken the lives of millions of women and also showcases the continued fight against this plight by survivors. The pink ribbon is both a symbol of hope and one of remembrance. It is used by corporate partners, individual fundraisers, and the general public. This vast, diverse acknowledgement and use of the ribbon has allowed it to gain significant value throughout the world.
PART ONE:
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