Barthes is foundational to the semiotics section of the framework, and specifically to the understanding of how meaning is constructed via difference and through the operation of signs in cultural context. Mythologies (1957) is where Barthes demonstrates, through a series of analyses of everyday French culture; wrestling, advertisements, toys, food; that cultural objects are never just what they functionally are. They carry second-order meanings; myths; that naturalize the contingent as the inevitable. The product on the podium is not just a shoe; it carries the myth of excellence, of selection, of being worth displaying. The product on the discount rack carries the myth of failure and disposal. Barthes shows how to read these myths and, by extension, how to engineer them. S/Z (1970) provides the more technical framework for understanding how texts; and by extension products and their signals; generate meaning through a network of codes. The concept of the "lisible" (readerly) versus "scriptible" (writerly) text maps onto the distinction between products that deliver a predetermined meaning and products that invite the user to complete the meaning themselves. The most powerful symbolic products tend toward the scriptible; they create the conditions for the user to construct the meaning personally, which makes the connection more durable.