As well as the fact that our culture and identity is always forming and growing and never static. However, I will not endeavour to provide an alternative answer to the question of what our national identity actually is, as this is too difficult a question to answer from the subjective view of a single person. From my research into this topic, I will try to explain what in fact our national identity is deemed to consist of within advertising and tourism, "mythological" as this may be. Particular attention will be paid to the "100% Pure New Zealand" website. This essay will focus on Roland Barthes' 'Myth Today' from the 1957 essay Mythologies which examines the way in which mass-culture infiltrates our lives with "myth." This will be discussed in relation to a number of supplementary articles in order to link Barthes' work to the manifestation of myth upon the national identity of New Zealand, especially with regard to advertising and the tourism campaign in New Zealand.
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