This week's pseud lives in Charlotte Street, and discusses bruschetta as barthesian mytheme. Readers of Harry's Place will have seen this before, but it deserves another outing:
I saw in the paper the other day another snide reference to the 'bruschetta brigade'. What is the imitative zeal that sends a phrase like the ‘brushetta brigade’ through the press and blogosphere? What makes it so infectious?...
‘Bruschetta’ has the added advantage of sounding foreign – there is always something somehow foreign and unpatriotic about these intellectuals, non? Thus, the phrase glides along grooves ideologically pre-prepared. It is little more than a Barthesian mytheme.
Finally, there was also, in the ‘bruschetta brigade’ trope a more specific project, a familiar rhetorical trick or fallacy whereby you discolour a particular argument through tying it to some disliked group. (Of course, referring an argument back to the question of 'who speaks' is basic sophistry). In this case, the particular suggestion was that the anti-war argument was somehow the preserve of an ensconced and self-referential metropolitan elite. This is course is nonsense, but (nonsense + familiar mytheme) quickly congeals into fact.
Topical stuff Mary. Yer blog's really got its finger on the pulse. http://k-punk.abstractdynamics.org/archives/005683.html
How does one pronounce Barthesian Mytheme? Would that be Barthsian or Barth-e-sian, do you think? Mytheme - hard or soft 'th'? I may be invited to a dinner party and don't want to appear stupid, you see.
For more on the Barthesian mytheme, you will have to wait till next Tuesday, when an even greater pseud wades in. Some have cynically suggested that "Barthesian mytheme" doesn't mean anything very much.
I give. I cannot crack the meaning of "Barthesian mytheme"