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One must turn the tongue seven times in the mouth before speaking.

Roland Barthes

I passed beyond the unreality of the thing represented, I entered crazily into the spectacle, into the image, taking into my arms what is dead, what is going to die.
ROLAND BARTHES

Beyond Death Myself Pass Reality Spectacle
This endured absence is nothing more or less than forgetfulness. I am, intermittently, unfaithful. This is the condition of my survival.
ROLAND BARTHES

Absence Condition Endurance Faith Myself Survival
Myth is neither a lie nor a confession: it is an inflexion.
ROLAND BARTHES

Confession Inflexion Lying
To eat steak rare represents both a nature and a morality.
ROLAND BARTHES

Food Moral Rare Representation
I cannot classify the other, for the other is, precisely, Unique, the singular Image which has miraculously come to correspond to the speciality of my desire. The other is the figure of my truth, and cannot be imprisoned in any stereotype (which is the truth of others).
ROLAND BARTHES

Classification Desire Myself Speciality Stereotype Truth Unique
One must turn the tongue seven times in the mouth before speaking.
ROLAND BARTHES

Mouth Oneself Speaking Time Tongue
Isn’t desire always the same, whether the object is present or absent? Isn’t the object always absent? -This isn’t the same languor: there are two words: Pothos, desire for the absent being, and Himéros, the more burning desire for the present being.
ROLAND BARTHES

Absence Burning Desire Object Present
Wine is a part of society because it provides a basis not only for a morality but also for an environment; it is an ornament in the slightest ceremonials of French daily life, from the snack to the feast, from the conversation at the local cafT to the speech at a formal dinner.
ROLAND BARTHES

Dinner Environment Formal Moral Society Talk Wine
Every new Fashion is a refusal to inherit, a subversion against the oppression of the preceding Fashion; Fashion experiences itself as a Right, the natural right of the present over the past.
ROLAND BARTHES

Experience Fashion Past Present Refusal
Cameras, in short, were clocks for seeing, and perhaps in me someone very old still hears in the photographic mechanism the living sound of the wood.
ROLAND BARTHES

Camera Living Myself Old Photography Sound
Painting can feign reality without having seen it.
ROLAND BARTHES

Myself Painting Reality See
All official institutions of language are repeating machines: school, sports, advertising, popular songs, news, all continually repeat the same structure, the same meaning, often the same words: the stereotype is a political fact, the major figure of ideology.
ROLAND BARTHES

Ideas Institution Meaning Official Popular Repeat Structure
Every object in the world can pass from a closed, silent existence to an oral state, open to appropriation by society, for there is no law, whether natural or not, which forbids talking about things
ROLAND BARTHES

Existence Law Natural Object Silence Society State
Language is neither reactionary nor progressive; it is quite simply fascist; for fascism does not prevent speech, it compels speech.
ROLAND BARTHES

Language Prevent Progression Speech
Language is legislation, speech is its code. We do not see the power which is in speech because we forget that all speech is a classification, and that all classifications are oppressive.
ROLAND BARTHES

Classification Forget Language Oppression Power Speech
What the Photograph reproduces to infinity has occurred only once: the Photograph mechanically repeats what could never be repeated existentially.
ROLAND BARTHES

Existence Oneself Repeat Reproduction

One must turn the tongue seven times in the mouth before speaking.

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One must turn the tongue seven times in the mouth before speaking.

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