Levi Strauss and Binary Oppositions.

He came up with this 'theory' for us to understand the way in which we look at words. We shouldn't just think of the direct meaning that it has, but to also look at the difference between the word and its opposite - (it's binary opposite).

An example could be young/old, male/female.

Levi-Strauss noticed another important feature of these 'binary opposites': that one side of the binary pair is always seen by a particular society or culture as more valued over the other. For example older people are seen more valued that the younger generation, (the young/old binary opposites).