The concept of two orders of signification was formulated by: 

1. Denis McQuail
2. C. S. Pierce
3. Roland Barthes
4. John Fiske

Correct Ans: (C)

Explanation:
Roland Barthes introduced the idea of two orders of signification, which became central in semiotics and media theory. He built on Ferdinand de Saussure’s work by analyzing how media messages create meaning on different levels.

The first order, called denotation, refers to the basic, literal meaning of a sign. For example, a dove simply denotes a white bird. However, meaning doesn’t stop there.

The second order, known as connotation, reflects the cultural and emotional associations linked to the sign. In many cultures, a dove also connotes peace, purity, or even spirituality. These meanings arise not from the object itself but from shared cultural codes.

Barthes used this dual-level model to explain how media embeds deeper ideologies into everyday images and messages. Rather than being neutral, media often presents socially constructed ideas as natural or obvious. For instance, a luxury watch advertisement may denote style and craftsmanship, yet connotes status, wealth, and success.

Moreover, Barthes emphasized that audiences decode these signs differently based on their cultural backgrounds. As a result, understanding media texts requires looking beyond surface meaning.

In summary, Barthes’ concept helps explain how media shapes perception and reinforces cultural beliefs. It remains a powerful tool for decoding visual messages and questioning what we often take for granted.