Le mythe comme temporalité quotidienne: les mythologies de Roland Barthes et les récits néolibéraux des créations de Nike
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DOI :
https://doi.org/10.5281/zenodo.18046545%20Mots-clés :
Théorie du design, mythe, sémiotique, Nike, sujet néolibéral, économie culturelleRésumé
Les Mythologies de Roland Barthes (1957) constituent une œuvre majeure qui analyse les structures idéologiques sous-jacentes aux pratiques quotidiennes de la culture de consommation apparue après la Seconde Guerre mondiale. Barthes soutient que les signes linguistiques et visuels sont détachés de leurs contextes sociaux et présentés comme universels, naturels et inévitables, normalisant ainsi l'idéologie et la rendant invisible. Cette approche s'applique non seulement aux textes écrits, mais aussi à un large éventail d'entités visuelles et matérielles, des vêtements et automobiles à la publicité et à la culture sportive.
Cet article examine comment la conception barthéenne du mythe se reproduit dans les stratégies de design et de marque contemporaines à travers l'exemple de Nike. Les baskets, les slogans et les campagnes publicitaires de Nike diffusent des valeurs néolibérales telles que la réussite individuelle, l'originalité, la subjectivité et la discipline par le biais de symboles culturels et de codes esthétiques. Ainsi, les produits cessent d'être des objets fonctionnels et deviennent des structures symboliques qui instaurent des désirs, des idéaux identitaires et des hiérarchies sociales. Une lecture sémiotique de Barthes constitue encore aujourd'hui un outil critique puissant pour comprendre comment ces mythes contemporains sont construits et quels intérêts idéologiques ils naturalisent.
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