Abstract
This chapter focuses on the discourse of Europe in the search for a European identity that was good and noble. The current quest for Europe's true identity is the manifestation in public discourse of an effort to invent a new identity for Europe. Moreover, the European Union is simply the newest manifestation of European civilization's drive for mastery of the rest of the world. The chapter then references Roland Barthes' book, Système de la mode (1967), which shows how semiology could be used to disclose how common objects could be endowed with a meaning far more than any need or practical use. It elaborates on the double ambiguity present within the notion of European identity.
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