
‘The book must break up so as to resemble the ever increasing
number of extreme situations. It must break up to resemble the
flashes of holograms. It must roll around itself like the snake on
the mountains of the heavens. It must fade away as it is being
read. It must laugh in its sleep. It must turn in its grave.’
Jean Baudrillard, Cool Memories
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A recent review of one of Baudrillard’s most important books,
Seduction, illustrates the difficulty of commenting upon his work.
The review, written by one of the shrewdest analysts of Baudrillard’s
oeuvre, begins by conveying the right air of gravitas. Baudrillard is
described as a ‘subtle’, ‘powerful’ thinker. His work is considered to
be at the cutting edge of social and cultural theory. However, quite
quickly the reviewer is also driven to observe that many of
Baudrillard’s arguments are ‘ludicrous’; and that his manner of
presentation is often ‘maladroit’. Yet the conclusion that one would
predict from these serious criticisms is absent. We are not invited to
reject Baudrillard. On the contrary he is presented as a figure of
unique importance and his writing is recommended as required
reading for anyone interested in current thought. ‘Unsatisfactory as it
obviously is,’ writes Mike Gane (1992:184)—the reviewer in
question—‘unclassifiable as it is, it nevertheless throws up disturbing
questions which will be dismissed only with a bad conscience.’
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While Baudrillard might not be at the top of the
French system, his rise to international fame has been quite
spectacular. Here again, there is the irony of Baudrillard as an Event
of Spectacle within the media scene of the Academy. Certainly
Baudrillard must be offensive to those ‘sound’ academics who have
not ventured outside the narrow confines of their specialism to
speculate, without evidence, surveys, or confidence levels, on the
meaning of Las Vegas or Reagan’s face.
———————————–
Baudrillard’s recklessness may be criticized for undermining his
credibility. However, perhaps he feels that this burden is bearable in
a world which has, in his view, become totally artificial and
parasitic. Simulation is the great theme in Baudrillard’s writing. His
definition of culture as ‘the collective sharing of simulacra’ reduces
truth and reality to a language game. Image makers have opened up
a Pandora’s box of illusions, treatments and enhancements which
have obliterated the division between reality and unreality.
Baudrillard’s argument collides with most of the assumptions and
conventions used to manage normality in everyday life. To many his
analysis is literally out of this world. It is closer to the conventions of
sci-fi than those of sociology.
——————————————-
We have claimed that Baudrillard presents himself as a symptom,
but a symptom of what? As with the last fin de siècle the 1990s are
pregnant with uncertainty and awash with change. The eastern
communist bloc collapses, but new ethnic conflicts break out from
the Balkans to the Baltic. The global virus of AIDS introduces new
doubts and fears into personal relationships. The global
communications industry erodes traditional distinctions so that the
difference between the local and the global becomes ever more
ambiguous. The nation state in Europe seems to be in peril as
pressure mounts from Brussels for European federation. Crime and
murder seem to be on the increase. Political movements based in the
principle of collective interest appear to have been bypassed by
history. At such times, nervousness and anxiety are pronounced.
Simmel (1990), of course, wrote about the neurasthenia of modern
life at the turn of the century. He noted that in extreme cases it
produced the pathologies of agoraphobia and hyperasthesia. More
and more, argued Simmel, the individual is subjected to new
stimulations and sensations, wild fluctuations in taste, style,
opinions and personal relationships. The result, he concluded, is
either the creation of the neurasthenic personality or the
development of the blasé attitude which is based in total indifference
and fatalism. Simmel was attacked by Lukács (1991) and others for
overemphasizing the haste and hurry of modern life and
exaggerating the permanence of transitional forms of personal and
social relationships. However this criticism was made before the two
devastating world wars in Europe; before the Soviet road to
communism was revealed to be a nightmare; and before the erosion
of traditional family life. From the standpoint of the 1990s it is
Simmel who looks if anything too conservative in his assessment of
fragmentation, tumult and transition and his critics who look fooled
by their own hyperbole.
————————————————

We have argued that Baudrillard is a controversial figure.
Baudrillard provokes, unsettles, continues to annoy. In some respects,
Baudrillard’s style and impact are not unlike the Nietzsche of The Gay
Science. Appropriately described as a ‘prophet of extremity’ (Megill
1985), Nietzsche questioned the taken-for-granted assumptions about
the relationship between language and reality, mocked the respectable
world of the German Bildungs-bürgertum, and adopted outrageous
positions towards women, philosophers and full-time salaried
academics. The Gay Science (Nietzsche 1974), which is wonderfully
rich in provocative metaphors, maxims and morals, appeared in
1887. The word ‘gay’ in Die Fröhliche Wissenschaft might also be
translated as ‘joyful’ or ‘blithe’, but these terms do not catch the
feeling of exuberance in Nietzsche’s language. Perhaps Blissful
Knowledge might be a possible translation. Despite Baudrillard’s
interest in fatefulness, there is also an exuberant, playful, destructive
aspect to Baudrillard’s reflections on the simulations of the modern
world. Perhaps Baudrillard’s oeuvre in respect might be regarded as a
fröhliche Theorie as much as a fatal one.
———————————————
The Baudrillard that emerges from these pages is a combative, bombastic,
shrewd, insightful and illogical commentator. The reader
may be forgiven for concluding that the only consistent thing about
him is his careless inconsistency. However, we are in no doubt that
he is an important figure. Important not just in the mundane sense
that many people are reading his publications and discussing his
arguments, but important too in a strategic sense in that his
approach and ideas expose the limitations of certain established
ways of thinking about ‘society’, ‘culture’ and ‘meaning’.
Baudrillard may not be the shape of things to come. Even so, perhaps
more than any other contemporary writer he confronts the
exhaustion of many of the guiding assumptions and beliefs that held
critical thought together in the post-war period. So finally, he
deserves the soubriquet given to him by The New York Times: ‘a
sharp-shooting lone ranger of the post-Marxist left’.
————————————
The modern consumer society is another beast. It is, Baudrillard
claimed, a system in which analysis of the laws of production has
become obsolete. Consumption is all-important, and consumption has
to be understood in a novel manner. Thanks to the twentieth-century
revolutionization of consciousness—through mass communications, hitech
media, the advertising and publicity industries, the empire of
images throughout the global village—modern human beings now
inhabit an artificial, hermetically sealed pleasure dome. Nothing is
constant, everything reflects everything else in a theatre of dazzling
simulations dominated by the proliferation of the sign and manipulated
by ever-hidden persuaders. Desire itself is manufactured, and nothing
any longer possesses intrinsic value, in and for itself.
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From Forget Baudrillard (1993) Rojek, C and Turner, B (Routledge)
I included these extracts about Baudrillard to remind myself of the similarities and overlaps between the work of the French philosopher and Mark Simpson. Simpson himself has acknowledged Baudrillard as an influence on his work, and has applied Baudrillard’s concept of the ‘hyper real’ to gender, for example in his important essay Transexy Time. Also Simpson’s work on pornography emphasises the way porn has contributed to the ‘simulcra’ of sex and sexual imagery in contemporary culture. And, finally his interest in ‘mediated’ masculinities within consumer culture is very much the kind of territory that Baudrillard occupied, even though Baudrillard didn’t seem that interested in men and masculinities as subjects of study.
Post script: