SIMULATIONS - JEAN BAUDRILLARD (1981) published by Semiotext(e) (English edition)
"We live in a world where there is more and more information, and less and less meaning.
The futility of everything that comes to us from the media is the inescapable consequence of the absolute inability of that particular stage to remain silent. Music, commercial breaks, news flashes, adverts, news broadcasts, movies, presenters—there is no alternative but to fill the screen; otherwise there would be an irremediable void.... That’s why the slightest technical hitch, the slightest slip on the part of the presenter becomes so exciting, for it reveals the depth of the emptiness squinting out at us through this little window.
Everywhere one seeks to produce meaning, to make the world signify, to render it visible. We are not, however, in danger of lacking meaning; quite the contrary, we are gorged with meaning and it is killing us.
…sense of futility that comes from doing anything merely to prove to yourself that you can do it: having a child, climbing a mountain, making some sexual conquest, committing suicide.
The marathon is a form of demonstrative suicide, suicide as advertising: it is running to show you are capable of getting every last drop of energy out of yourself, to prove it… to prove what? That you are capable of finishing. Graffiti carry the same message. They simply say: I’m so-and-so and I exist! They are free publicity for existence.
Do we continually have to prove to ourselves that we exist? A strange sign of weakness, harbinger of a new fanaticism for a faceless performance, endlessly self-evident.
But what if God himself can be simulated, that is to say can be reduced to signs that constitute faith? Then the whole system becomes weightless, it is no longer anything but a gigantic simulacrum - not unreal, but simulacrum, that is to say never exchanged for the real, but exchanged for itself, in an uninterrupted circuit without reference or circumference." - Baudrillard, from the text.
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Radical positive consumption. BAUDRILLARD would approve, no doubt.
REVIEW: Baudrillard's bewildering thesis, a bold extrapolation on Ferdinand de Saussure's general theory of general linguistics, is in fact a clinical vision of contemporary consumer societies where signs don't refer anymore to anything except themselves. They all are generated by the matrix.
"Philosophy leads to death, sociology leads to suicide." - BAUDRILLARD
