Book excerpt: Discourse are coherent statements about a subject matter. A discourse is generated by rules for making declaration that produce consistency and uniformity across different assertions. When the matter of discourse is blended with the matter of signifiers and signified in a post-structuralism approach, we can have a net of connected materials that can bring about meanings associated with a sign. And as Baudrillard has stated previously, the signifiers and signified have lost their true meanings through the lapse of time due to capitalistic and globalizing concerns. For instance, the sign "BLACK" is based on a 1950s -up -to -now -discourse, finds its identity in relation with matters like: fraud, sexual harassment and anarchism; and that is directly a result of an imposed political point of view and approach on the society.