Barthes refers to the tendency of socially constructed notions, narratives, and assumptions to become "naturalised" in the process, that is, taken unquestioningly as given within a particular culture. Barthes finishes Mythologies by looking at how and why myths are built up by the bourgeoisie in its various manifestations. He returns to this theme in later works including The Fashion System.
There are analogies between Mythologies (1957) and Marshal McLuhan's The Mechanical Bride (1951), in which also a series of exhibits of popular mass culture (like advertisements and newspaper or magazines articles) are critically analyzed.[26][27]
