1. The document discusses concepts from semiotics including denotation, connotation, and how signs can have multiple meanings. It focuses on the work of theorists Ferdinand de Saussure, Charles Sanders Peirce, and Roland Barthes.
2. Barthes believed that signs are polysemic (having multiple meanings) and that myth-making involves second-order signification or connotation, which can be ideological.
3. Barthes identified two types of second-order signification - connotational conjunction when signs reinforce each other, and connotational disjunction when signs have opposing meanings.